Actually there's an entire spectrum of pricing between paying enough to get the owner to agree to give the product or the source to you, and wanting it for free.
Yes. There's also a huge difference between what people want and what they are actually willing to pay for. I bet many of the people interviewd by the author would have be happy to use the product on occasion if it had been free.
"Free" worked for me 10-20 years ago. There was the old "if you aren't paying for it, then you are the product" adage. Now, even if you pay, you are being sold.
Telling a business it's free to do something if there's no profit involved is like telling a man he's free to drink whiskey if he can jump over the moon.
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