Presumably because it's societally optimal for everyone to be able to consume as much media as they like (since it has a marginal cost of zero). He gains, no one else loses.<p>Of course, there's a massive externality to deal with: how do the people who <i>create</i> media get money for it? But in an optimal system (which we might not be able to create) everyone would still be able to consume as much as they want.