free as a business Model patterns 101 “The demand you get at a price of zero is many times higher than the demand you get at a very low price.” —— Kartik Hosanagar Assistant Professor, Wharton “Google’s not a real company. It’s a house of cards.” —— Steve Ballmer CEO, Microsoft “Every industry that becomes digital eventually becomes free.” —— Chris Anderson Editor-in-Chief, Wired Magazine “We can no longer stand by and watch others walk oΩ with our work under misguided legal theories.” —— Dean Singleton Chairman, Associated Press bmgen_final.indd 101 6/15/10 5:37 PM