Last night I went to see fireworks. There were approximately 22,000 fireworks ignited and an expected turnout of about 320,000 people. You could pay 30,000 yen (around 300 dollars) and get a special seat as a sponsor. Otherwise, you could, like the 320,000 or so other people, find a nice spot and watch the fireworks for free. In fact, there were two other fireworks festivals (Japanese love fireworks) going on within view of the nice spot in the park that we had chosen.
Fireworks shows in Japan are sponsored by companies and local governments. The sponsors usually get the best seats and they are thanked over the PA system for the people watching the show up close. For 99% of the people who watch the fireworks from far away, the sponsors are invisible. These people are, to use Hollywood's favorite word, "stealing" this content. They don't view ads, they don't pay. They do consume a lot of beer, buy stuff in local shops which pay taxes and generally feel good about the "public good" they've just been a part of. Like me, they take pictures and videos of the fireworks and post them to the web and send them to their friends.
I wonder if there is some sort of equivalent business model for other content businesses. Charge a small number of people a large amount of money and give it to 99% of the people for free. Get sponsored by companies and other organizations like local governments that benefit from the secondary consumption increase and follow-on derivative works creation and sharing.