Non-optimal access types become "Literal Advertising" for the optimal container type Momentary/Temporary: Free access competes most with in-library reference usage, not individual purchase, or library check-out Periodic: Our free weekly emails of links to new material of specific interest. On-demand and Continuous: "Resource" framework encourages repeated use of site Impulse/On-discovery: Our search mechanisms provide surprise discovery; free access means outside search engines find us