The online economy is about the size of the German economy. And it's based on a default price of zero. Most things online are available in a free form. We have never seen an economy this big with a default price of zero. I realized that we needed an economic model to explain how an economy could be based on "free." And we need to understand the psychology of that. We have the psychology of free, we're drawn to it, but we feel cheated by it. If something used to be paid for and then it becomes free, we think the quality is lower. But if something has always been free, and remains free, we don't think that.