In the very near future, the huge and rapidly growing store of free, online learning opportunities will completely transform higher continuing education. The beginnings of this transformation are already evident and the factors compelling this change are so powerful that free learning is no longer a "trend." Rather, free learning is an imperative that must be recognized soon if current higher-education institutions, and particularly their continuing-education arms, are to survive and continue to be useful to society. This article is designed to help CE leaders become aware of and respond to the business challenges posed by the commodification of learning. Driving this practical and financial orientation is a much more profound idea and goal--the possibility that everyone could learn anything, anywhere, anytime, and for free.