Google Maps is free, isn’t it? It seems like a question with an obvious answer, doesn’t it? Of course, Google Maps is free. I’ve never been asked to enter my credit card to look up a new address. There is no subscription plan. There is no pay wall. We’ll use Google Maps to help us walk through a basic use case and better understand the value exchange, but there are plenty of other examples. Let’s begin. 1. You’re traveling from Minneapolis to Omaha (a long drive, by the way). By the time you arrive, you’re like to want something to eat. You open the Google Maps app, search for “Omaha, Nebraska,” and then search for “nearby restaurants.” 2. If you haven’t given the Google Maps app on your phone the permission to use your location information, it will ask you for that. It’s obvious, isn’t it? But think about that for a moment. Google Maps doesn’t need to know where you are to show you restaurants in Omaha. There are no “terms and conditions” to read. There is only an “accep...