Free Don't Pay The Rent.
There is a reason why Kevin Kelly's post about the alternatives to free is being quoted everywhere. I make no apology for joining in. This is about as important a business post as you can get and will be in your top ten reads of the year come December.
If you don't spend endless time focussing on how to ensure your product/service delivers immediacy, personalisation, interpretation (comprehension), authenticity, accessibility, embodiment (sensual tactility), patronage (loyalty) or findability - and preferably any number of those factors, then you will be toast.