Louis C.K. made a comedy special by himself for distribution entirely online with no DRM (aside from having a reasonable download limit to prevent bandwidth abuse), and he's asking $5 for it. I first torrented it. I liked it, and I support him as a comedian; so I bought it (And at that price? How can you not?), showed it to several of my friends, and they all bought it too. You might think he's made no profit, but in 12 days, he made over 1 million dollars. And that was over a month ago. Who knows how much more he's made since then. Sounds like he's got it figured out pretty well.