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The internet wants to make copies. At first this fact is deeply troubling to creators, both individual and corporate, because their stuff will be copied indiscriminately, often for free, when it was once rare and precious. Some people fought, and still fight, very hard against the bias to copy (movie studios and music labels come to mind) and some people chose and choose to work with the bias. Those who embrace the internet’s tendency to copy and seek value that can’t be easily copied (through personalization, embodiment, authentication, etc.) tend to prosper, while those who deny, prohibit, and try to thwart the network’s eagerness to copy are left behind to catch up later. Consumers, of course, love the promiscuous copies and feed the machine to claim their benefits.