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.
We’ve created this world where left brain people are free to act on their fairly narrow rational behaviors without being policed. Whereas the burden of proof demanded of a creative act is literally 20 times greater.
– Rory Sutherland