Readers will pay for Amazon’s all-you-can-read ebook service, Kindle Unlimited, even though they will be able to find ebooks for free elsewhere, because Amazon’s reviews will guide them to books they want to read. Ditto for Netflix. Movie fans will pay Netflix because their recommendation engine finds gems they would not otherwise discover. They may be free somewhere else, but they are essentially lost and buried. In these examples, you are not paying for the copies, you are paying for the findability.
