Nobody wants to pay anymore. It's about Pull not Push
Media Futurist Gerd Leonhard talks about different types of free:

Free= nobody pays anywhere
Feels Like Free= the payment is bundled or hidden
Freemium= all users get real value but some pay for premium sevice (A lot of these new cool ed apps work like this)
3rd Party Pays= Someone else pays because they want access to my data

His prediction- Half of all internet users will create and post their own content by 2012
The future is open. See Media Futurists Gerd Leonhard's presentation here:

http://gerdleonhard.typepad.com/files/future-of-media-in-a-networked-world-gerd-leonhard-rome-public.pdf