This isn't really bad news. Google was giving it away, then announced they were abandoning it, so at least it will get some support going forward. I hope DxO will recognize earlier license holders. Nothing beats free but $69 is actually a pretty good deal.
Apparently this is no longer the case. I recently purchased a new computer and when I went to download the NIK software the link above did not work. A little Googleing and it appears NIK has been sold to DxO. It appears after a 30 day free trial it will cost you $69 to continue to use the filters.