Last week, Seth Godin wrote another great post. This time the argument is the difference between companies and authors. No company would endorse a competitor while writers often suggest books written by others.
The implicit message is that culture is not a product.
For FOSS developers it works almost the same. If someone is creating a good software, his project will be not only praised but also improved by other developers. And the good part is that they share their work for free.
For these reasons I think that with the following sentence, Seth is describing a situation wider than he thought.
It's not a zero-sum game. It's an infinite game, one where we each seek to help ideas spread and lives change.