With most major consumer product releases -- think Mac OS and iLife -- Apple has an Up-To-Date program so folks who recently purchased a Mac can get the latest software without having to spend the full price.
In the past, Up-To-Date programs have generally cost $9.95 for an installation DVD. However, with the advent of the Mac App Store, that fee seems to be going away. Buried in the bottom of the OS X Lion press release yesterday was this note about Up-To-Date:
The Mac OS X Lion Up-To-Date upgrade is available at no additional charge via the Mac App Store to all customers who purchased a qualifying new Mac system from Apple or an Apple Authorized Reseller on or after June 6, 2011. Users must request their Up-To-Date upgrade within 30 days of purchase of their Mac computer. Customers who purchase a qualifying Mac between June 6, 2011 and the date when Lion is available in the Mac App Store will have 30 days from Lion’s official release date to make a request.
There you go. Anyone buying a Mac from yesterday through the launch of Lion, gets it free.