Technology often has built in biases, certain ways that it wants to be used. So the internet is the largest copy machine in the world by nature. It’s inherent in the thing. Anything that can be copied it that touches it will be copied.
So don’t fight that – work with it. Work with the fact that copies are promiscuous and it’st just going to go everywhere, it’s a superconductor for copies. You can’t battle against that, you have to say “okay, we can see how it is.”
Within the first four or five years it was clear that this was the way it was going to be… can you imagine if the music industry had accepted that from the front? It would have been amazing. They’re just coming around to it now, but [imagine] how far ahead they would have been if they’d just said “okay, this is inevitable, this copy thing. We’re just going to try to work with it. There’s thing to adjust, but let’s accept it.”
Kevin Kelly – a16z podcast: Not If, But How – When Technology is Inevitable
Further reading: The Technium: Better Than Free – 8 ‘generatives’ to thrive in a world of free copies.