Old Monk took it only so far. Photoshop went one step further.
They knew their product was being pirated and they did nothing to discourage the fact. In fact, they correctly surmised that building a niche audience of student designers is a brilliant long-term strategy. These students went on to become not only hardcore evangelists of photoshop but eventually bought paid licenses when they turned into professional designers.
Building a tribe of super-fans who become evangelists is one way to build a successful business.
Thinking long and wily,