QotD: George Bernard Shaw apples and ideas

A classic quote from George Bernard Shaw that sits in the cannon of knowledge management.

"If you have an apple and I have an apple and we exchange these apples then you and I will still each have one apple. But if you have an idea and I have an idea and we exchange these ideas, then each of us will have two ideas."

And where are those ideas? They are "stored" in people's heads and shared among people. Technology can mediate some of that sharing, of course.