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That's a cool feature until it gets popular and somebody decides it would be fun to flood the payment network with millions of transactions to transfer the latest Lady Gaga video to all their friends...
That's one of the reasons for transaction fees. There are other things we can do if necessary.
Obviously going back to a different time period here, but I am curious if Satoshi ever elaborated (privately or publicly) on the "There are other things we can do if necessary" comment here?