Paul Hughes @ Future Hi:

[P]eople will create more and more work that is in the public open-source domain without any restrictions. These are the works that people will download. These are the works that people at school will be sharing, watching and listening too, and influencing their outlook on life. This will be the real cultural driving force.

At first I thought that using the term open-source here was unintentionally misleading. But then, there's a suggestion that the most infectious ideas/artworks/stories are not just those which are free and unrestricted, but those which are able to mutate as they pass from person to person.