“free” is a word with an extraordinary ability to reset consumer psychology, create new markets, break old ones, and make almost any product more attractive. He also figured out that “free” didn’t mean profitless. It just meant that the route from product to revenue was indirect, something that would become enshrined in the retail playbook as the concept of a “loss leader.”

Excerpt From: Anderson, Chris. “Free: The Future of a Radical Price.” Hyperion, 2009-07-06T18:30:00+00:00. iBooks.
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