The first fax machine was worth zero. The second fax machine made that first one worth something, because it had somewhere to fax to. Each additional fax machine makes all the others more valuable. And as more fax machines are made, their price goes down. With decreasing cost and increasing value, scarcity is no longer connected to value.
Value is in plenitude.
The more common something is, the more useful it gets. And the straightest route to ubiquity is to give things away. It doesn't make sense until you think about Netscape giving away its browser, or Sun giving away Java. Thomas Edison gave away light bulbs to those who bought electricity from his network. You don't have to give everything away.