So a few month’s ago, Chris blogged about the importance of shareability, using the example OK Go’s inability to set their videos free on the internet (EMI forbade making them embeddable).

This was a very good example of how content owner myopia (in this case EMI’s) damaged the viral potential of great stuff that people actively wanted to share.

Well it seems that EMI still refused to listen to their artists, the hard numbers or the outrage of internets, and as a consequence OK Go have quit the label and set up on their own. A rather expensive price to pay for something that effectively cost them nothing.

Well, all power to OK Go – this hopefully will show how generosity can be profitable and we hope there’ll be plenty of their video more-someness to follow.