Wise words:

As a final aside, the quality of Groupon’s content highlights another key point that we’ve raised many times before: how “infinite goods” like content make scarce goods more valuable. In this case, the “content” created by Groupon’s writers (and, yes, this is also an example of how advertising is content) is valuable. But no one’s selling the “content.” What Groupon is doing is using that good content to make the scarcity of the deals more valuable, making more people willing to buy them.
In the end, I will admit that I have my doubts about the overall sustainability of Groupon itself, but it’s not because “the idea” is easily copyable. I’m just not convinced that Groupon can continue to execute as well, and some aspects of what it’s offering have some elements of a fad written all over them.

Masnick links to his wonderful 2007 essay on “the economics of free.” How do firms profit by “knocking down the barriers of artificial scarcity”? He offers the following roadmap:

You just start by redefining the market based on the benefits of what you’re providing, rather than the specific product you’re selling. If you’re focused on selling the benefits, then discovering a better way to sell those benefits is seen as a good thing, rather than a threat. You then break down the different components that make up those benefits that you’re selling — and you begin to recognize that every bundle of goods and services that make up the benefit you’re selling has components that are scare as well as components that are infinite. In fact, if you look closely enough, you realize that any scarce product you buy actually has infinite components while any infinite good you see also tends to have scarce components.
Once you’ve broken out the components, however, recognizing that the infinite components are what make the scarce components more valuable at no extra cost, you set those free. Not only do you set those free, you have every incentive to create more of them, and encourage more people to get them. You break them into easily accessible bites. You syndicate them. You hand them out. You make them easy to share and embed and distribute and promote. And, yet, all the while, you know exactly what scarce resources those non-scarce goods are tied to, and you’re ready to sell those scarce resources, recognizing that the more people who are consuming the infinite goods, the more valuable your scarce resource is. [Emphasis added]

It is interesting to think about this concept in the context of education and medical care. In medical care, for example, tracking tools for understanding our bodies are becoming cheaper and easier to understand. Informed self-help could eventually displace a lot of conventional medical care, and at some point a leaner medical profession could devote itself to helping people achieve a higher state of well-being rather than just managing disease