Here is an interview in advance of the release of Kinsella’s Guide on IP.
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Doing Business without IP
One hobby I have is growing super hot peppers. About every year now a new world champion takes the stage. I believe the Carolina Reaper is the hottest. Anyway these botanists work outside of IP all the time. They know that they will have people like me buy seeds once and never come back because I can harvest my own. They know that other gardens will begin to sale their work. But money is made nun the less. They constantly have to advance in the industry to stay profitable. Because Monsanto has yet to patent their creations, new and amazing peppers enter the market every day. And for the financially challenged the best pepper of the day will drop drastically in price over the course of a year or so.
Edit. Some of them trademark the names though.