People in Brazil can simply generate a one time PIX code or use own key and instantly receive. It is now the most used payment mode for more than a hundred million people... this is why Trump attacked the Brazilian financial system as unfair with North American payment systems.
Yes, it can have no cost, receiver can have no cost, payer need not to have a hidden cost at price tag and it can save billions of dollars and make products and services circulate more, warming economy , reducing unemployment and avoiding money dump to external countries for the local enterpreneurs.
E-transfer was launched 17 years before Pix so it runs on email addresses as an identifier. In my experience most people use e-transfer more often than cash for person to person and many small businesses like farm stands, etc.
As a physical person, you can receive 30 Pix payments per month without having to pay a fee, but send as many as you please.
A business however can be obliged to pay fees for receiving Pix payments from physical persons (ie customers), and when using the more advanced Pix features.
Banks very likely choose to not put any fees on Pix payments for their business clients for now, since it's beneficial to keep their money flowing in. But that's not different than European SEPA payments or American ACH payments being "free" for businesses.