People are going to copy it anyway, whether you like it or not. In other business sectors too, Net users have come to expect free information. What you're selling is not what's in the disks in your computers, but what's in the heads of your employees - that 's what makes a business valuable. So give your clients the lunch, and make 'em pay for the wine. On the Net, the days of the faceless, soulless corporate are numbered.
Markets are conversations.
Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. People recognize each other as such from the sound of this voice.