What began as an attempt at a simpler life quickly became a life-style brand.

There are all kinds of files. A song is just a file, as is a book, and so is a movie. People have been pointing this out for years, usually to explain piracy. For a long time, folks were gnashing their teeth and wailing that no one would pay for anything on the Internet ever; it was just too easy to steal. They went from renting their garments to renting out music. As solutions emerge, and marketplaces for licenses emerge, you have to wonder if new kinds of media will remain part of the free, “remix” culture of the Internet, or if they’ll want to participate in a for-pay market. Maybe the reason so much great creative work on the Internet is free is that it’s been too hard to charge. A Pandora, but for podcasts! A Spotify for funny animal videos! Once the framework is in place, the pitches will come. Then the licensing can start. After all, they’re just files.

It's a bubble, yes, but it may not pop in the same way it did last time. There's a coastal divide in opinion, too, with NYers skeptical and Valley workers optimistic despite the reality. We'll see...