Free for me in my deal and in principle i'm against it, but i'll take it for free. It's insurance on insurance.
If I am involved in an accident when the car is 2 years old, I would fight tooth and nail to get an insurance settlement that will put me back behind the wheel of a 2 year old example of what I had. Might take some extra legwork like proving the actual replacement cost, but the insurance company usually backs down to a fair payout when you make it clear you won't let them take the piss.
Many insurance companies will replace a written off or stolen and not recovered car with a new one within 12 months (some won't, so do check!). If you insist on getting it - do shop around, my dealer gives GAP away a lot because he'll get £120 commission in his pocket for every £350-400 policy sold through the dealership.