Getty Images, one the world’s largest providers of commercial photography, is placing bets on behavioral data in addition to image licensing. According to BusinessWeek, the move might be more about straightforward economics than visionary thinking.

“The number of photographs in circulation climbs toward infinity, and the price that each one fetches falls toward zero. As a result, Getty Images, which is in the business of selling licensing rights, is increasingly willing to distribute images in exchange for nothing more than information about the public’s photo-viewing habits.”