Their free IPv6 tunnels are awesome. I'll be interested to see if they can somehow use their foothold in the IPv6 market to become a dominant player when the v4 address crunch forces v6 mainstream.

Why should I pay for what is more or less a commodity business that is located in one of the most expensive parts of the country?

Because a) nobody provides these services free, b) HE has very competitive prices, and c) their location doesn't matter.