natural.
Games distributed through the regular retail channels would bleed cash to middlemen. Every time someone bought a game at CompUSA, the retailer would take money, then pay the distributor, the distributor would take money, then pay the publisher, the publisher would take money, then pay the developer. By going shareware, id was cutting them all out, taking eighty-five cents for every dollar sold;
Note: Shareware was a natural step in the evolution of the economics for online distribution today. Apple's iTunes and App Store is the marketplace leader.