focus on the experience
Richard Ziade over at basement.org has a great post on content owners and their obsession to protect their content:
It wasn’t about getting stuff for free. The iPod/iTunes ecosystem is testament to the fact that people are willing to pay for a quality experience, even if there are fringe alternatives out there for free. The mistake the content owners made was that they believed their content had value in a vacuum. It doesn’t. Content is part of the experience.