Supply and demand side economies of scale: moving the reproductions of their collections from the analogue to the digital world, museums face substantial fixed and sunk costs in the digitization process, but then the cost of reproduction and distribution of digital images is low and close to zero. This cost structure – relatively high fixed costs and low marginal costs - generates return to scales (average cost decreases with scale) in the supply of information goods and is likely to favor the creation of natural monopolies which allow producers to recover fixed and sunk costs through pricing above the marginal cost or through price discrimination. At the same time, information goods present strong network effects in consumption, as demand depends on how other users share, consume or purchase the same good. This means that demand shows scale effects and information good producers and distributors are more likely to acquire monopolistic positions in the information market. Once a firm has established market dominance with a particular product, it can be particular hard to unseat it.