Tech companies are increasingly providing low-cost or free medical test interpretation — stuff that you used to book a clinic appointment for. They're also developing digital tests using the sensors on your phone and wearables that may replace in-lab or in-clinic testing (like the hearing test using AirPods and an iPhone). That interpretation and those tests cost next to nothing to provide, so can be given away or included with a hardware product or a subscription. At the same time, they undercut lucrative lab and healthcare offerings. So how do those labs and clinics compete with free? A question the music labels tried to answer long, long ago.