The 'amaze' GPS platform has been offering free (ad based) GPS solutions for mobiles since they began to incorporate the GPS chips in the handsets.
The software has proved to be very useful on more than one occasion, and as its free, new users aren't limited to a trial period or the usual 'crippleware' which removes key features until money changes hands.
This kind of free software should be the 'norm' for google's new opensource handset but time alone will tell. In fact on this occasion, lots of other users from handsets like Nokia's N96 can also share the love and download for free as well (no joy for iphone users though!).