David Taylor’s piece at NTV on people’s media buying patterns contains this key paragraph:
When we have the choice to spend for exactly what we want, we spend less. But given the choice between assembling our own bundle and buying one that someone else has built, we choose the latter. I can’t count the number of times I’ve given up on the dollar menu and selected a “combo” meal just to get through the line at the local drive-through. When the music industry was selling us albums, we’d buy an entire CD to get one or two songs. In a world of Internet downloads, we spend a couple of dollars on the one or two songs we know and give up on the rest of the album.
Fantastic point and, if you read the story, you’ll see he backs that up with solid stats on consumer behavior.