Companies contend there's little incentive to buy content from other providers if their customers already have access to it online.
So don't then. The customers don't need it. They can access it online.
We don't outlaw bread making machines in order to keep bakers in business either.
As a programmer, I don't want to be replaced easily, and I don't care about my work when I'll die, or even when I quit my company.
As a programmer, I make sure I remain employable by doing the best job I can do. Partly this is about basic ethics, but I know that even if I write ideal code, with perfect documentation, I'm still the best person to understand that. I don't want to work for any company I work for that doesn't realise this.
New York... when civilization falls apart, remember, we were way ahead of you. - David Letterman