The two-hour free consult debate, what side are you on?

Met a founder from Calgary last Thursday over coffee, he swore offering free discovery calls for startups is the only way to get warm leads here, but a Toronto guy at the table said it trains clients to treat your time like a free sample bin. I've given away maybe 40 hours of free consults this year and closed about 12 of those leads, so roughly a 30% rate, but is that actually good or am I just tired at the end of the week? Anyone else tracking their free consult to paid conversion, and where do you draw the line on scope before they get a proposal?

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