If in the future, everything's free, what will people pay for?

If in the future, everything's free, I believe marketing will play a bigger role, and that the meaning of marketing will change.

For example, the GPL-published book Dive Into Python is available for free to download, and yet people still buy the book. And I'll contend that these consumers aren't stupid, but are rather paying for something else. They're paying the publishers to inform them of the book's existence. They're paying to have the book inserted into their shopping stream (whether at a brick-and-motar or online). And of course, they're still paying for the ink, pages, and binding, which many consumers still prefer over eBooks. Since the actual text of the book is free, nowhere in the shopping chain are they really paying for actual content.