How is Energy Fitness offered free?

The Energy Fitness program is essentially free because you already paid for it

On the Account Detail of your PG&E bill, you will see a small charge for "Public Purpose Programs." All PG&E customers pay this fee, and the money is then used to fund Energy Fitness and other programs. These programs are being used to assist qualified businesses in Northern California by retrofitting indoor and outdoor lighting with energy-efficient bulbs, exchanging high-wattage exit signs with 1-watt LED signs, and other cost-effective energy-efficiency measures.