If content producers can not at least protect their intellectual property so they are the first ones to release it, then property rights are dead. Thus, why should anyone bother to create or invent anything since someone else can copy it and get to market before the owner?
Good question.
Content will be "free". The dam is breaking, and there's nothing the creators can do about it. However, if they change their thinking and grasp the new paradigm, there's alot of money to be made. Read the following and you'll see the future of media.