This is a common misconception. A couple times, it's even gone to court. Both Cisco and Best Buy had to pay nontrivial amounts of money, and in the case of Best Buy, it hilariously had to give to the plaintiffs its inventory of TVs which contained software copyrighted and GPL-licensed by the plaintiffs.

GPL licensed does not in any world mean "completely free for anyone to use". For end-users, it does. For companies that want to resell the GPL-licensed software, it means, you can do it for free if you comply with the terms of the license, and if you don't, then you can't. There's not a monetary exchange, but there are licensing terms you need to comply with which were apparently important enough to the people that wrote the software for them to apply that particular license instead of some other one.

If you disagree, that's completely fine, but that doesn't mean you can all of a sudden resell their software and use their work for free, even if there are other people (in compliance with the license) who can.