When copies [of virtually everything that can be copied] are free, you need to sell things that cannot be copied. Well, what can’t be copied?
Trust, for instance. Trust cannot be reproduced in bulk. You can’t purchase trust wholesale. You can’t download trust and store it in a database of warehouse it. You can’t simply duplicate someone else’s trust. Trust must be earned, over time. It cannot be faked. Or counterfeited (at least for long). Since we prefer to deal with someone we can trust, we will often pay a premium for that privilege. We call that branding. Brand companies can command higher prices for similar products and services from companies without brands because they are trusted for what they promise. So trust is an intangible that has increasing value in a copy-saturated world.
– Kevin Kelly “The Inevitable”