The word "free" means "F R E E." the fact is, the "free" credit report is NOT free and they never have any INTENTION of making it free. So no, don't :"blame the victim" for not canceling. This kind of "negative" non billing, where the consumer has to do the work of getting what has been advertised, is actually illegal.
The hell of it is, the company that sells the "free" credit reports is actually based in Canada, according to the NY Times, and so has some immunity to America consumer protection laws---which is probably why they have been able to get away with their sh*t for so long.
Our Grand neighbor to the North, however, has tough consumer protection laws of her own. Google around with some keywords like "Canada government consumer protection" and so forth, and you are bound to come up with some Canadian government agency with which you can file a complaint. A refund should be on the way shortly after that.
Let me know how you do---and good luck!