This is one of the fundamental differences with our web2.0 world, first create value, then monetize. Did the google guys have a clear picture of how to turn a great search into a fortune when they started down the road?
Value and Volume provide the opportunities, and in the rapidly evolving ecology of the web the revenue mechanisms evolve later. They come second to establishing the offering and fettling the functions to ensure best bang for buck.
Why people value a new service or product often takes time to understand and is the subject of the classic adoption curve. The bleeding edge guys want it because its new, the teens and fringes are experimenting and have low stickiness, but sooner or later, given enough volume, enough durability, and enough oxygen (read cash) then the value proposition to business becomes more defined and businesses adopt. Think social networking/twitter/auctions.
Build the volume and understand the value, then evolve the mechanisms to monetize. That’s business 2.0.