Open it up. That's what interactivity is, and this thing with Stephen King is a classic stunt. Let's throw up a Web site. And then they wonder why this isn't good business. People are willing to pay for things.
People are willing to pay for things providing they get choice and options.
And the CD metaphor is a wonderful metaphor for what open source is doing to business. These people are lying, are not saying they'll never pay for anything. They're saying they're not going to pay 15 bucks to buy 12 songs, only three of which they want. But they will pay smaller amounts to build their own CDs, and buy songs that they do want. And so, the obvious answer for a company that's awake is to put this stuff out there in a way that gives the customers many, many more options.