Why do insurance companies always say that they're giving "free"quotes?

They are bragging on the only thing they have that is free

Well, have you ever had to pay for one? They are free.

Well I know that, but why advertise it by making it known that it’s free? Why not let one assume that it’s free without saying it’s free?

In the past, we had to pay for estimates for different types of services; the custom has changed. That’s why, I assume, that companies still say their estimates are free.

I see. Thank you.

Also, because it costs them some time to work up a quote. They have to spend time with you taking down your circumstances and checking tables.

In the old days, you had to pay for their time to work up a quote, as @marinelife said. I think they figured out that charging you to see if you would do business with them was sort of a dumb idea.