Hi Lynne,
People often confuse an "HDR Look"with Tone Mapping - the two are often used together, but they're not interchangeable.
The usual "give away" is when folks come up with such an image and then say "it's created from a single exposure" (in which case it may look just fine, but it's not HDR - only tone mapped (or Ultra Tone Mapped). It's important to realise though that it's also very possible to have an HDR image that looks like every other normal dynamic range image. So HDR isn't a "look" as such.
Hope this helps
By the way, I thing Trey used Photomatix - it's not free, but they have a free trial (watermarked).