Once a marketing gimmick, free has emerged as a full-fledged economy. Offering free music proved successful for Radiohead & Trent Reznor of Nine Inch Nails. The fastest-growing parts of the gaming industry are ad-supported casual games online and free-to-try massively multiplayer online games. Virtually everything Google does is free to consumers..

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Google shares are getting hit early Tuesday after comScore’s report on a startlingly big decline in paid click growth. Google’s January paid click growth was flat on a year-over-year basis, down 7% from December and down 12% from the fourth quarter. UBS cut its earnings estimate and price target in response.

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