While you are correct in asserting that Planned Parenthood is not government-forced abortions, all the stuff about women's healthcare really IS just window dressing, at least as far as the current incarnation of the organization is concerned.
What Planned Parenthood is actually about, is making obscene amounts of money. If PP truly cared about women's health, they wouldn't demand payment for the abortions up front in cash, nor would they only provide ultrasounds for the sole purpose of determining just how much the abortion is going to cost (the bigger the baby, the more expensive the operation, even if the actions used to perform the abortion are the same). If they truly cared about women's health, they would openly discuss all options for dealing with a pregnancy and disclose the significant physical and mental risks that abortions create, instead of pressuring the women into the one option that is most profitable for the company. If they truly cared about women's health, they would be much more proactive about pregnancy prevention than their current focus on pregnancy termination.
Planned Parenthood exists solely to profit by taking advantage of women who are too poor or too embarrassed to go to a real doctor for help, offering an expensive solution to an even more expensive problem, because they know that desperate people will pay through the nose to fix certain "mistakes." All the stuff about "freedom" and "healthcare" is just a smokescreen to keep from having the lucrative money cut off.