End users on the internet don't pay for content (with some exceptions such as substack, patreon, paywalled sites,e etc.) but a lot of businesses still do pay (one way or another directly or indirectly) for content on their sites which makes their sites attractive or useful. When you are enjoying content on Hive, you're a user and unlikely to expect to pay, but as a stakeholder seeing what rewards are paying out and deciding to vote up or down, your mindset should be as a business owner whose money is being used to pay those rewards, because in a very real sense you are one.