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Advocation of something and advocation of being aware of something is rather difficult to distinguish. One says, "Change must happen!" and the other says "Change is happening!" Of course, those are actually the same thing... but in this case, the first one refers to the market and the second refers to the "industry". That's probably why it sounds like he's advocating it.

My prediction: if this stuff really takes off, the games you like are going to be free, or very close to free, because it won't be a comparable revenue stream. But I could be very, very wrong. =D