"In the early days, Google never made a penny off search," says Richard A. DeMillo, director of the Georgia Institute of Technology's Center for 21st Century Universities, who participated in that university's negotiations with Coursera. "Ad-supported search was a business innovation that became feasible because of the scale of traffic going to Google. If we add value, it will draw so many people to the enterprise that things we can't do now will become doable." He figures that the eventual business model might be something that isn't even in the contract but is dreamed up later.