Nicolas Roope: “The infinite copiability of digital files has led to the demise of the perceived value of music, video, and the written word, yet s[edition] is building a digital art market with a cleverly controlled ownership record system to manage and secure ‘ownership’ of limited-edition artworks. As advertisers, we don’t need to accept the status quo and always have to play in the free, promiscuous playpen that is the internet. We can create clever rules and structures to promote value and status around brands and initiatives.”