I think the market is always going to be around. The goal is not to say, let's get rid of the market, because the market does render a huge number of services, and I don't want to have a fight about the price of something every time I buy a book or a bottle of water.
My father was the kind of guy who'd always say 'Throw out any subject and I got a joke on it.'
If a site is done with pleasure and a fun attitude, it's a great way to communicate with your fans.