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At the time, there were tons of Java books, docs, and even IDEs for free. But only very few .Net books and tools for Microsoft's environments and all of them were expensive for me.
If a company wants their story and vision heard by developers, they have to pay for it. If a company wishes to have their free and open-source software tried out, they will have to pay for it.
To build a community, to get peoples' attention and time in the first place, you have to pay for it.
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