  So the hacker said to the economist…Ahhhh, the wager is on. Can web 2.0 make money for companies? Will people continue to work for free? If you believe Nicholas Carr, people will NOT work for free forever. The economy simply hasn’t figured out how to charge for the model yet. If you side with Yochai Benkler and the gift economy, people will contribute for free for as long as they are appreciated and moving toward the perceived greater good. Or, in his exact words, the key is: "managing the marriage of money and nonmoney without making nonmoney feel like a sucker" I like him. An article in Time turned me on to this debate and shed a new light on the whole web 2.0 thing. This Benkler guy, a Yalie, wrote a book that has forward thinkers in the industry buzzing (sources say that Lawrence Lessig couldn’t say enough about it at 2006’s Wikimania). In today’s YouTube crazy climate, Benkler pulls out historical data to support the sustainability of user-generated content, that is, FREE user-generated content. I already downloaded the first 4 chapters of Benkler’s book: “The Wealth of Networks: How Social Production Transforms Markets and Freedom” and can’t wait to read it - after I finish generating my blog post……. (did I mention that this is my free time?)  
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"They're giving it away for FREE? It' must be good!"