I once saw an interview with the Finnish engineer that invented SMS messaging. He hadn’t bothered to protect his invention, but he admitted that the thought had crossed his mind more than once what it would have ment if he had protected his invention, and would have got for instance only 1c per SMS message. At that moment in time I think the number of SMS messages worldwide was 400 million per day, or something like that.
Bob must have seen that same interview, and must have thought: I can do better than that. And he did. And we all buy it.