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This $30 DIY E Ink Reader Is a Pocket-Sized Library
(www.hackster.io)
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Free software is about freedom, not price. It's perfectly acceptable to sell it. It being a paid download doesn't necessarily mean it's proprietary. He's not required to actually post the source online for all to access, he can send it only to paying customers. As long as the customer receives it under a free software license it is free software.
However, without mention of a free software license, I am inclined to believe it is proprietary - although it is described as open source on the page, he might mean to say source available.