The world is free and Malcolm is wrong

I came across an interesting article today by Seth Godin about a recent review of Chris Anderson's new book 'FREE' by Malcolm Gladwell (you can see the article here), Chris Anderson is Editor of Wired and is probably best known for 'The Long Tail'. The recent book 'FREE' is very interesting for myself and the company I work for Hoffi, as the value of companies is shifting at a huge speed with the ability to produce, comment, and adapt becoming possible for more and more people where is cost going to come from?

Also see other reviews of the book here