Forty-five years ago, Bill Gates banged his fist on the table and asked people to pay up. At the time, almost no one thought you could make money selling software to mere mortals: “the hobby market”. Hardware, sure. But software? No way! Bill disagreed. We know the rest of the story: he built a de-facto software monopoly and became the wealthiest human a couple of decades later. Much more is up for grabs now, in an area almost no one considered monetising. And a few big players are already sharpening their teeth.