Creators pay with effort. They put in the work to create a product in the hopes the audience consumes and engages with it. Audience members, on the other side of this interaction, pay for this effort with attention.
To illustrate the difference between art and technique, he tells the story of two people who each make a glass cup: the first person designs a fine, functional glass from which one can drink perfectly, but the second person, an artisan, creates another glass cup that is so special, it generates an emotional reaction.