It costs me $0 to walk to work but i pay for transportation because it gets me there faster and more comfortably. You just are looking at cost too narrowly.
I don't understand your argument at all. Companies and people in general only pay for things they have to pay for. So if you ask for $0 that is exactly what they will pay. It is not a difficult point I am making.
Let's assume that I did decide to walk to work for $0. Even though the cost is free, I may have to pay for better walking shoes. Additionally, I may have to buy a umbrella to prevent getting rained on. I also may want to think about the safety and security of the streets that I walk down. And lastly, I may after some time walking, have a foot/leg injury that requires either medical attention or physical therapy. My point is that even though the cost was $0 up-front there is additional costs that show up because of my prior decision to walk. These indirect/future costs need to be considered especially as a business deciding to utilize OSS for some operational need.
In a way, you should evaluate each OSS tool/library as if it was a business which further corroborates the blog post's point.