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Is content is the new King, who will define its kingdom?

Recently we see that monetization content solutions are blossoming all around the place. First PayPal then Google and smaller company such as Cleeng ...
Everyday, everyone produces content such as videos, images, texts. Until now most were free.
The question is how do you define which content should be free or not?
Today creativity reaches a level like never before because when you publish a content, you have to be great if you want people to see it.
Is that case, what is the prize of your creativity?