Finally, there is the role of ethics. But hey, people actually do feel inclined to reward creative value if it's not too inconvenient to do so. I live on tips. People want to pay her because they like her work. Indeed, actual waitpeople get by even though the people they serve are under no legal obligation to tip them.
Customers tip because it's the right thing to do.
Think of how much more freedom the truly creative will have when the truly cynical are out of the game. I believe that, in the practical absence of law, ethics are going to make a major comeback on the Net. In an environment of dense connection, where much of what we do and say is recorded, preserved, and easily discovered, ethical behavior becomes less a matter of self-imposed virtue and more a matter of horizontal social pressure. Besides, the more connected we become, the more obvious it is that we're all in this together. If I don't pay for the light of your creation, it goes out and the place gets dimmer.