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>By definition there is little business opportunity in markets where people don't want to pay.

Counterexample: network TV, radio, facebook.com, gmail.com, pretty much all of the ad-supported web.

>Peer-to-peer only ever made sense for popular stuff that people won't pay for.

Counterexample: Skype (freeium model on a P2P network). The content wasn't "popular" it was private phone conversations and people paid for it.

Counterexample: Bitcoin (runs on a P2P network). People pay fees to miners so that the network relays their transactions.

Counterexample: The internet. A giant P2P inter-network with all sorts of different business relationships. Many of which involve paying someone to send a packet that is only meaningful to a particular party.

in most of those examples people are paying by watching ads.

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