In the midst of an explosion of digital and online creativity, the concept of intellectual property (IP) is being challenged as it has never been before. It seems that even with legal protections of IP in the digital age, the reality of copying has confronted us with a need to find incentives to encourage artistic creation and scientific innovation if legal protections no longer work. If the market can do some of its own self‐​protecting and provide some incentives, is that enough? Or, paradoxically, is it too much?