This is the typical contrast between communist ideals in which everything is "free" - and therefore needs to be paid in some other shape (power, advertising, ta

This is the typical contrast between communist ideals in which everything is "free" - and therefore needs to be paid in some other shape (power, advertising, taxes, someone else paying the bills) - and the real capitalist world made of people who needs incentives to act (whether that's social rewards, economic rewards or hope of some rewards). Sure, we can go on for a while on air, unpaid work and ideals (look at OSS software), but eventually a market emerges.