I’m not sure who first said “information wants to be free” but I’m certain it wasn’t the information itself. Left on its own, information just sits there and never seeks to do any traveling at all. Even it today’s world information moves too slow and rarely gets to where it most needs to be. Unless the information is of a particularly cute cat or kitten, most information is ignored altogether. Information doesn’t go viral on its own, you need a vast network of people pushing it around for that effect; ask any PR flack or SEO practitioner. Information is inert, I say.