1. There are millions of people on the internet
2. How many of these are interested
3. How many of these would want to purchase
4. How unique is the data
5. How popular is the site.
As said I sell software, I started to consider passwords to download, bind the exec to the installing computer, separate code per copy. Finally realizing there is no real security. You can get broken copies of Windows even so I adopted the system I posted above.
Remember if the digital product is real popular it will be copied but not by all. Consider upgrading the info to actual purchasers. Also passwords, encryption may put off your potential clients.
Once you sell 100 copies per day think about it, otherwise improve the sales pitch or content otherwise it is a moot problem.
In other words if it is not a big seller do not worry about security
The Guy from OZ