Now that the first of these patents are getting approved, we're starting to see lawsuits. The Amazon and Priceline suits are only the most familiar ones. There will be many more. These new patents are patently outrageous, but they are also futile. Nature will take care of business.
Markets are conversations.
You have to talk with them. If you try to command and control them the old-fashioned way, they'll get bored and move on. Companies that choose to evolve will need to adapt to the gift culture that produced our utopia. The italics are his. This gift is ours.