I often get this question from people: How come – if things are this obvious and the opportunities are so clearly there, as I like to argue – the incumbents in the music industry don’t just do it: adopt all those new ways of using technology to grow the marketplace, and just get on with it. Why would anyone continue selling “music by the unit,” sue their own customers, and chill the marketplace in just about every possible way? Well, in my opinion, the answer is unfortunately that the pain is not big enough yet. It seems that often, people make really big, tough changes only when they are left with very few other options, when the old way of doing things is toast for sure, when there’s nothing to lose and “anything else would be better than what we have now.” Another 18 months and we’re there, I think. In the meantime...prep the runway.