I would disagree on them being free. They are figured into the cost of the products you buy, in the same way any other packaging is. Some pallets places will ask for back, or if you take them with the products on them, you get charged for them (BTDT, 1000lbs of seasonings, 80 quart mixer). I would have liked the oak out of the mixer one.
We used to see some trucks driving around, with pallets piled way above the cab of the truck. Some places would pay a bit of money for choice pallets, and the collectors of them would use them to heat their home or shops. However with the upturn of things like Anna White and "crafty home remodeling trends", the draw for recycling them into stuff has gone up. So I am not surprised they are monetizing them.