Not all on demand titles are free. If you're not currently, for instance, a subscriber to HBO you'll have to pay to view their content. You're not denied or shut out, the choice is still yours, but it will require payment. It depends on which particular 'package' you're part of.
Our residential Cox deal has pretty much all the premium channels yet while searching the "You May Also Like" actors/actresses in a cast list I find quite a few shows/movies where the only option to watch is either buy or rent. As I'm also a Netflix subscriber *some* of those truly *are* free should I choose to view them using Netflix.