Doom (1993 video game)
Because id planned to self-publish the game, as the game neared completion they had to set up the systems to sell the game. Jay Wilbur, who had been brought on as CEO and sole member of the business team, planned the marketing and distribution of "Doom". He felt that the mainstream press was uninterested in the game, and as id would make the most money off of copies they sold directly to customers—up to 85 percent of the planned US$40 price—he decided to leverage the shareware market as much as possible, buying only a single ad in any gaming magazine. Instead, he reached out directly to software retailers, offering them copies of the first "Doom" episode for free, allowing them to charge any price for it, in order to spur customer interest in buying the full game directly from id.
Doom WAD
The idea of making "Doom" easily modifiable was primarily backed by Carmack, a well-known supporter of copyleft and the hacker ideal of people sharing and building upon each other's work, and by John Romero, who had hacked games in his youth and wanted to allow other gamers to do the same. Not everybody in the id Software crew was happy with this development, however; some, including Jay Wilbur and Kevin Cloud, objected due to legal concerns and in the belief that it would not be of any benefit to the company's business.