Disclaimer, I am proud member of the Freestyle Advisory Board of Photographic Professionals.
FWIW Freestyle's commitment to traditional film techniques is very real. I know most of the executives there and, though they are businessmen from non photographic backgrounds (hence the advisory board), they truly love traditional photography, have discerning tastes and are in this business for the long haul. They tireless work with European film and paper manufacturers to develop new products, resurrect old ones, and to maintain consistent standards.