Gervais trying to cash in on PodCast success

Having launched the world's most downloaded podCast, Ricky Gervais has apparently outgrown the Guardian.
His new show will be launched on Audible, as a pay-per-download service.

I'm very disappointed with this move. I'm convinced that the pay-for-play model cannot succeed, and I'm sure this theory will soon be validated by pirated downloads of his new show.

You can't lock content behind a toll-gate. Digital content will always find a way to be freely accessible. Those are the times we live in.

Gervais should have put his podCast pulling power behind a viable model, which would push the industry forward -- namely ad-based and sponsorship-based schemes.

Sad. Launching on audible will no doubt make Gervais a pretty penny, but I was hoping he would continue to promote models for free online content. Especially since he's always said that he's not in it for the money.