Free Stroke is Ultegra and DA.
The most likely cause is that a bubble or three worked in to the brake line in transit - this is why Shimano doesn't want you flipping your bike upside down.
For the front brake, which is mostly vertical, it shouldn't be too tough to get the bubbles back up and in to the reservoir. Orient the bike and handlebars such that the brake line is constantly going upwards from the caliper to the lever - you don't want to give the bubbles any traps/downward curves to hide behind. Give the brake lever some vigorous flicking for a good 20 seconds - you're trying to agitate the fluid enough to get the bubbles to travel up. Give the lever a good test squeeze. If it's still not firm, tap along the exposed brake line, with a screwdriver or wrench, from bottom to top, and then try another round of lever flicking.