I think people just have to be familiarized with the concept. It will take time. I can understand very well that that someone might now want to spend hours a day writing essays or actively networking with a bunch of strangers if they are not so inclined. But if what I'm really perplexed about is people who create very good content on a daily basis for some giant corporation rather than themselves to benefit financially from. I think that begs for a social psychological explanation of some sort.
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