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Where all software and media is made by self-motivated creators, there would be no need to make the works proprietary.
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There is still the monetary factor, people need money to survive and to make things proprietary you may increase that income (insurance).
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Because making things propietary is slowly becoming a violation of moral values (transparency, honesty, accessibility), and because a open-source economy prioritizes transparency, honesty, accessibility and community support, there would be no motivation to keep things secret.
There are community-run software companies such as KDE and Gnome that open-source their products, and earn money via donations.
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