Evolutionary history shows us that doubling-down on your defenses is effective against predators but useless against environmental change. Newspapers locking up their content in paywalls and trumpeting loudly against Google might be effective if Google were merely a predator. But this is the Internet, where copies are free, everyone could be a customer, your competitors are just a click away, and customer loyalty isn't merely a consequence of geography. To treat the Internet merely as just another competitor is to miss the point that it's a new medium which favours some business models and hurts others. To move your content behind a News Corp-style paywall is to be a dinosaur that knows the comet is coming but thinks, "I need thicker armor because I've heard that it has a big tail."