In this age of anything, anytime and anywhere it still astounds me how so many people are prepared to pay multiple times for resources that are available freely and are just a click away. Without giving it a second thought, people happily pay on separate occasions for commodities that were available for free to begin with. Music, for example, has basically become a commodity: wherever you buy a song, it always sounds the same. Yet paying for it in the record store, on iTunes and in Spotify is common … while you can listen to virtually any song at any time for free. Contemporary marketing has really mastered psychological framing.