One of the cheapest and most effective ways to advertise is to give your work away for free. In the right hands, this sort of immersion is very powerful and the idea spreads, almost effortlessly. There are two risks...you give it away to the wrong people, people who would otherwise have no interest...and that your product is average. Both produce the same outcome...the price they are willing to pay is at or near zero. The pressure then is to do something so remarkable that even in the wrong hands it seems satisfactory.
Then there's the fear factor. People who are afraid to give anything away, a song, an ebook or a recipe are hiding behind the false notion that this somehow protects them and their pricing strategy. The worry is that someone will steal their idea and benefit from it. In reality, this sort of theft isn't that difficult anymore. So, the protection effort and the associated annoyances to the fan base are hardly worth it. But, more importantly, what they don't understand is that most people don't want something for free, especially if it's really great. There is an inherent quality in most of us that wants to reward people for brilliant work. So, again, the ultimate form of protection is to do something that matters, that creates such a stir that it compels people to talk about it.
All roads lead to remarkable as the best insurance policy.