The most important thing is that you find balance, and the balance doesn't mean 50/50. You need to find a balance between perceived brand value and your business model, and the financial streams that certain aspects of your brand creates. You can see a lot of passionate people that put out apps for free. I don't think that’s beneficial to the brand if you under sell yourself—the brand is perceived in a different way if it costs something. Sometimes you just need to have a higher price to make people understand that you are really serious about what you do. This is not just an experiment. I’m not just being nice to you, what I really think we did here kicks ass, and it costs money because it kick ass. Oliver Reichenstein.