This quote is best understood from within the context of the article. At my first glance, I thought the same as you, then I read the article. Basically, they're

This quote is best understood from within the context of the article. At my first glance, I thought the same as you, then I read the article. Basically, they're not saying that people shouldn't feel pressure to reciprocate (obviously), they're saying that people needn't feel pressure when "creating" something, because everyone else is "creating" stuff too, so most of it won't be excellent quality. They're not trying to discourage creation, but to make it that it's not intimidating to create, because of the vast amount of crappy content there will be (so yours won't stand out as particularly bad). That's my understanding of it from a (skim) read of the TechCrunch article linked.