Dave writes an essay worrying about who will pay for software. This is a hard problem, and the bundling model whereby Microsoft or Apple include the software in the cost of the hardware does not scale well to all kinds of software, attractive as it is when it works for you.
My answer to this is the same as my answer to the media issue. The way to win is to make your customers your partners. Give them an incentive to generate sales for you, and they dynamic changes. mediAgora's Promoter model would work very well for shareware, and the derivative works model could work well for software libraries, with applications that incorporate the libraries being rewarded for incremental sales.