“An industry accomplishment of this scale is the stuff of business-school case studies. Imagine this MBA project: invent a product that will compete with another product already in worldwide use, a product that is perfectly designed, impossible to replicate, responds directly to the needs of its recipients, is convenient, and mostly enjoyable to use. Then add this humdinger: this product is also free. Not only should your invention compete with this established product (and cost a lot), but it should also push the perfect, established, free product out of the market, making it unnecessary and obsolete. In fact, users of the established product should be ridiculed or treated like weirdos or fanatics. This is the story behind the business of infant formula.”