Three years ago, I began asking the question what if music was free. I should have been clear, by music I meant the audio file.

At that time however, I had trouble convincing anyone that DRM was doomed. It was pointless and an only an obstruction to the industry evolving. I know that everyone now believes DRM is dead, but three years ago, people looked at me like I was crazy. I tried to talk to VCs and media pundits about investing in or covering media technologies that would emerge in a non-DRM world. Laughter would have been a more pleasant response than what I got. One "Angel Investor" even told his colleague in a crowded room - in my presence - this guy (motioning toward me) doesn't understand how the business world works. His idea doesn't have a chance. I only thought of my bright cheeky reply the next day as I was fuming in bed. I hate when that happens.

So, there was very little reason for me to try and convince anyone that my experience was also telling me that audio files are going to eventually be priced at the margins. That would be near the cost of delivery. That would mean "near free".

Kevin Kelly, Chris Anderson, Gerd Leonhardand Fred Wilson are finally galvanizing opinion that business models exist around offering the underlying media for free (you may have no other choice).

Although music is what most are focused on today. The same is true for any media which can be digitized.

Answer the question:
How am I going to make money if everyone can get my media for free?
Once you answer that you need to ask, how can I get people to ACCEPT/TAKE my media because I need their ATTENTION to it to make money?

Welcome to the new world.