Nothing special here really. Basically they have finally managed to add an MVNO network in the UK, and configured a PCRF to allow data buckets. 100mb isn't much, even its its free monthly. I'm sure they will make the deal better later on this year. They will certainly miss out alot not having the roaming sim ready for summer. Plus since they can piggy back the main network providers wholesale IOT discounts, giving this away free doesn't even put a dent in their margins. Only reason others aren't doing this is because the future of mobile roaming is data (obviously) and when you make such a huge profit margin on this, why change.
I'm not even going to comment how much profit Norwegian networks make on data each month. It really is ridiculous. At least Freedompop are being more aggressive than others in marketting and dropping costs. Eventually others will have to slowly start to follow suit.