One of my greatest frustrations with respect to marketing has been that while I speak often about human’s predisposition to share, we’ve yet — in the entertainment realm — developed a way to encourage/reward sharing/sharers.
A bit of background. It was when music/books/movies/etc. went from being objects (analog) to being information (digital) that people could finally satisfy their hard-wired impulse to share with no downside.
Prior to this, if I wanted to share an album/book/DVD with you, when I gave it to you I was deprived of my copy — you win, I half lose/half win. Post the shift to information, when I share my digital versions with you, I still keep my copy — we both win.