For consumers, it’s hard to beat “free.” For marketers, it’s tough to sell “free.”

Our friend Eric passed on this Wired story about a novel concept in the UK. Well, I say it’s novel, but I think I remember hearing about it a year or more ago, though maybe that was when they were in the conceptual stage. It’s only UK at the moment, which is a shame because last month’s “Matter” included a BBC audio sampler. And let’s admit it; the Brits are pros at comedy.

It will be interesting to follow this concept to see how well it catches on, but I can certainly imagine some intriguing ways to plug into this concept.