Therefore, the purchase of information resembles a license contract. It gives certain rights and imposes certain restrictions. The bond between the originator of information and the information itself is not cut by the sale. They can only survive if the revenues recover their full costs. However, in the short run a supplier might sell at marginal cost or even below.
Incremental costs are, hence, zero.
An additional customer, additional access to or download of information cause no extra costs besides telecommunication costs. The high price also makes piracy attractive. Costs for protection against piracy can eat up margins. Piracy is less attractive, and protection against it might be superfluous. At the extreme, free access to the product is encouraged.