Here’s a great article by Kevin Kelly (also from WIRED) on his Technium blog called “Better then Free.” Definitely a must read and it really made me stop and think!
“A generative value is a quality or attribute that must be generated, grown, cultivated, and/or nurtured. A generative thing can not be copied, cloned, faked, replicated, counterfeited, or reproduced. It is generated uniquely, in place, over time. In the digital arena, generative qualities add value to free copies, and therefore are something that can be sold.”
Eight Generatives Better Than Free: