Content ain’t king, cash is. And yet when it comes to digital media, the outlook for paid content looks at best contradictory, and at worst, bleak. Consumers will happily pay a small fortune for a downloadable ring tone, but consider 99c for an entire track from the iTunes store to be the height of generosity. The question left begging is vital for all media owners. Why does the choice of medium dictate not only the form of content but also its perceived value?