But for me, with my limited knowledge of software and reservoir simulation, glasses were thing. They transformed an idea into reality; well, virtual reality at least.

If they choose to do so, they can use glasses to bridge divide between tangibility and intangibility. Obviously, they can't print or display views, as they do with other visualization software, but they can show glasses.

For those of us old enough to remember 3-D movies of 1950s, connection jumps out at us (literally and figuratively). Or, you may recall video game goggles that appeared at various times in past decade. Whatever our experience, glasses should trigger curiosity about altered reality we find by wearing them.

In this case, glasses become a proxy for software program. The glasses aren't program, but they convey its essence quickly and effectively. It allows prospective customers or clients to grasp significance of an intangible product.

So, real products can help us effectively communicate essence of an intangible experience. Next time you're browsing through a department store or mall, look at products on display through new eyes. Look at them as prospective tools for demonstrating essence of your intangible product or service.

In summary, one thing can be a proxy for another thing, allowing us to convey essence of an intangible through something others can touch or see.

Exposure Companies will often provide a light version to gain attention for fee-based products or services. This often allows potential customers to see a product's or services potential. The hope is that providing something free will generate both brand loyalty and interest in fee-based options or services.

The Problem with Free If a business or individual is truly providing something for free, there is a cost involved. Whether time, resources or services are consumed to provide free item or service there is an expense involved. If cost is at any point greater than benefit or perceived benefit of offering free item or service, business or individual will likely review options to better balance cost-to-benefit ratio.

They may:

Discontinue support Companies or individuals that provide a free product may continue to provide item free of charge but discontinue support. If item is something like software, expense has already occurred. By providing item without technical support or customer service they can reduce their staffing costs. The only ongoing expense to provide item free of charge would be ongoing hosting costs, which are usually relatively small. If item is critical to a business or individual's operations, value of item will be lost if technical support or customer support is no longer available.

Abandon Businesses may simply discontinue offering free item or service without notice.

Compensation Individuals or companies may begin requesting donations, compensation, volunteers or a benefit listed above in order to continue to provide item or service free of charge.

Cut Corners Often free items are of reduced or inferior quality. Cost-conscious businesses or individuals often try to minimize expense associated with free items and will use less expensive materials for free items.

There is value to "free" just be sure that you know what it is. Next time something is offered for free, evaluate quid pro quo and determine what you are giving in return, because very little is ever really free.

About the Author: Sharon Housley manages marketing for FeedForAll http://www.feedforall.com software for creating, editing, publishing RSS feeds and podcasts. In addition Sharon manages marketing for NotePage http://www.notepage.net a wireless text messaging software company.