Simple answer, when it's nominated for the ENnies.
It's been pointed out by Rob over on 1km1kt that there are no truly free products nominated for the ENnies this year. Everything nominated in the category is simply a stripped back version of a rule-set being used as an advertisement for a paid system.
As someone who produces free games, I naturally think this is disgusting. There are dozens of truly free games produced every year, and some of them have some great production values. An award ceremony shouldn't have to resort to advertisements by major publishers to fill out their "FREE" category.
I could rant for pages on this, but I'll leave it here.