Quantum groups provide a generalized framework for studying symmetries. We will, however, not speak about the popular Drinfeld-Jimbo deformations of Lie groups. Instead of deforming relations, we are going to free them assuming no commutativity at all. This talk should be a brief informal introduction into the theory of free quantum groups. No prior knowledge on quantum groups is needed. I will try to motivate the concept by an exciting link to the quantum information theory that appeared quite recently, namely to non-local games (manifesting Bell's theorem).