In response to poor quality clips of their movies online, Monty Python launched their own YouTube channel, giving their fans high-quality video clips for free. Why? To help drive sales of movies and TV shows. 3 months after launching this, Monty Python DVDs were at number 2 on Amazon movies and TV best–sellers list, with a 23,000% increase in sales. This is the paradox of free – people are making lots of money charging nothing. It is one of the most powerful marketing tools of our time, to give away one thing to create demand for another.