The future of getting a return on giving away your content.

I’m starting to wonder if giving your content away, be it music, books, videos or anything else, will really make you more money in the future. I understand and fully agree that the comparative few who are doing it now are seeing a return on their openness from communities but if everyone is doing it will it just be common place and loose the support from those who like that type of model, or will the people who are supporting it keep doing so and everyone else just take the free stuff? Of course the next question is whither or not there is enough people still willing to pay for something they can get for free enough to support an artist? I don’t think this applies to audio or video podcasts as it’s more a medium like TV or Radio but for actual artists who are selling a product. What’s your opinion?