Do you subscribe to Wired magazine? There's an interesting section about "FREE" and how it's the future of business.
"FREE by Chris Anderson -- Why $0.00 is the future of business."
I found it very illuminating and while I'm not condoning piracy or theft as a literate action, there are a lot of variables to consider that this lengthy article touches upon. You don't have to embrace an era of tube-like sites, torrents, and so on but there are still some interesting thoughts worth considering in this article about innovative concepts using the "FREE" angle to pull business.
Here's the article online.
http://www.wired.com/techbiz/it/magazine/16-03/ff_free