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To: Rupert, Michael, Sumner, et al.
FROM: Seth Godin
RE: The Trouble With Monopolies
It must be hard to be a one-name mogul, burdened with the task of meeting so many of the public's entertainment needs. I'm writing to let you know that I feel your pain. (para) I can tell you're miserable. You're feeling the anguish that comes when you find yourself between a rock and a hard place. (para) On one hand, you hate your customers. Which is entirely understandable. After all, they keep stealing your products. Then, after they steal your products once, they form global clubs to make sure that everyone else has your products too. (para) On the other hand, you hate the talent who actually make your products. Which is why your bands are suing you to get free, your writers are posting their ideas on the Web for all to see, and your actors are looking for ways to remove you so that they can talk directly to their audiences. No, it certainly isn't easy being a monopolist.
Here's what you're up against. Rafael (not his real name) is a criminal. Like the vast majority of people living in Mexico, he buys his music from one of the 12,000 street vendors who rove the country. Every time Rafael uses his hard-earned money to buy a CD, he buys a pirated bootleg. The New York Times says that more than half of the albums sold in Mexico are pirated.
Todd is a criminal as well. Every time he uses the computer in his dorm room at Tufts (not his real university) to download a DVD, he's violating the law.
Lois isn't a criminal, but every time she goes to the movies, she risks being kicked out. Uniformed guards search Lois and other movie patrons as they come in, confiscating energy bars (not her real snack), bottled water, and other contraband that cut into sales at concession stands.
So how do you and your cohorts respond to such threats? It appears that you believe that the best thing to do is to make more criminals. Make Steve Jobs a criminal for selling Tods. Call Michael Dell a felon every time he sells a laptop with a CD burner in it.