Map of Zemendorf on High demand means increased revenues and, as a result, encourages the production of additional information. Total revenues and total profits may not necessarily rise with increased demand, however, due to the free-rider problem, the situation in which consumers who have not paid for the information have access to, and hence are able to benefit from, the information. The existence of the freerider problem makes the production of information less profitable and explains why so few companies are in the business of providing information despite the high demand for it. Rapid changes in technology, particularly television and the internet, has significantly reduced the cost of providing information and consequently made the freerider problem less of an issue to profit-maximizing firms that are able to make up for lost revenues by providing information for negligible costs. As a result, the supply of information has been increasing at an unprecedented rate. Unfortunately, more information is better only if it is reliable and consumers have the know-how to process it properly. As long as there is uncertainty about the accuracy of information or some question of how to interpret the information once it has been obtained, individuals will be willing to pay for top-quality data and markets for information will continue to exist. Map of Zemendorf 2016.
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