An article about FREE economies

I read a good article about how decreasing marginal costs can mean many things become free:
Free: Why $0.00 is the future of business

My favorite bit is this:

Free shifts the economy from a focus on only that which can be quantified in dollars and cents to a more realistic accounting of all the things we truly value today.

This is an amazing thought: I've always been kind of stumped about how one might quantify value that isn't easily defined (and/or is defined by each of us individually).