But here is the catch:
Before we are regenerated we are dead in our sins. The things of God are foolish. The non-Christian will always choose, out of his “free will,” the thing that is most pleasing/advantageous to him.
One regenerated by the grace of God, through the work of the Holy Spirit, the person is finally able to look outward to God and will do what his will now desires, to choose Christ. Then and only then will his free will lead him to do things that are pleasing to God.