I don't know how people are providing free tools when you don't even know what it is the person is looking for. Keyword research, tracking scripts, competitor analysis, content creation, link generation, etc.
If you don't know what they're looking for (specifically), how can you suggest a tool?
SEO is all about having a specific intent. So one tool I might use for a task may be different if the intent for the target audience is different.
Providing keyword research tools in the US could (and are) different than tools for the UK or Australia etc.