2 - Pavlov’s Promise: Advertising Freeness 

Shortly after the first tool was made by Uggh the caveman, he got somebody to tell the rest of the tribe how great it was. Thus the third oldest profession was born. Shortly thereafter, the hardened, advertising resistant consumer was born, fed up about the lies attributed to the greatness of the first tool...
What does this have to do with the Digital World? Patience, as the stripper told the crowd, soon all will be revealed.
Advertising was always limited to the number of people it could reach. So until the creation of mass market communication, it was always a starved and puny thing. You couldn't tell too fancy of lies to promote something, because you would still be around when the actual truth came out. Tar and feathers were a most unpleasant suit of clothes. To avoid that unpleasant circumstance, the idea of the traveling salesman was invented. Run before they found out the truth. This worked for a while, but soon everybody connected traveling with lies, and the salesmen were back where they had been, imitating a sick swan. There had to be a better way to lie....
Finally, some bright boy got the idea of providing something of value to the people being sold to. It put the potential customers in a better mood, making them feel that they were getting something for their time. They might ever feel good enough to buy your product.
The something had to be cheap to the advertiser/salesman, suitable for providing to the crowd, but something the crowd couldn't easily get, so that the crowd would value it. And the answer was...entertainment! A storyteller, a dancing girl, feats of strength or skill, that would bring out the crowds. After all, people went to festivals, listened to musicians, saw plays already, and paid for the entertainment as a product itself. Give them a little free entertainment, and some of them will buy your product as a courtesy. A win-win, as it was later said. 
This idea dates back thousands of years, but it didn't really hit its stride until the advent of mass production.
Two things happened then, at odds with each other. First, mass production made the production of entertainment as a product cheap. Therefore it could be packaged and sold more easily as a product itself. At the same time, the cheap production costs allowed more and better entertainment to be used to attract crowds to sell other things to. A conflict. But not too nasty of one, as the entertainment being sold needed to be advertised, just like any other product. Mass production had started opening up new ways to lie...er, advertise, allowing more and more people to be reached at one time, lowering the cost per sale for the advertising. In addition, you were miles away from the tar and feathering crowd. So the world got richer and richer through mass production and advertisers provided more and more entertainment, to get that wealth distributed. (With a cut for their pocket, of course!) And the business world was good....
That's from the producer's side. Let's look at the consumer's side....

Your typical consumer had three choices for entertainment 
1. Make your own. Things like signing, playing musical instruments, telling stories, playing simple games. For many people in the pre mass-production days, this was the only choice. To get a feel of this, read Mark Twain's Tom Sawyer.
2. Pay someone else to entertain you. The advantage of this was that you got better entertainment. If it wasn't better than what you made your own, the producers would quickly starve. The drawbacks were considerable, though. First, it cost money. That meant you had to do without something else to buy entertainment. Second, it was transient. You had to go see or do it when it was available, not when you wanted it. You could only see a circus if the circus was in town, for example. The only exceptions were certain mass-produced items, i.e. printed material, like books. You could then keep them until they wore out. Of course, you had to be able to read, which placed a high premium on literacy. Much later, as mass production provided more new inventions, other forms of entertainment became replayable, and available for purchase as discrete physical items. 
 3. Get somebody else to pay for your entertainment. On the face of it, this sounds absurd. Who would want to give money away? Well, if in giving away this money leads to more people seeing the sales pitch for your product and causes more people to buy more of your product, leading to bigger profits than not giving away the free money/entertainment; well, the line start to the right and goes halfway to Peoria... You raise your prices to cover the cost of the entertainment and you're on your way to wads and wads of cash.

So this formed a tight, closed entertainment ecostructure. Consumers, either directly, or indirectly via advertising, paid producers to provide entertainment to the consumers. The producers hired performers to create the entertainment. If you were very good at creating your own entertainment, you got hired to do it for money, not for free anymore, and became a performer. The producer and performers spent their money for goods and services from the people they entertained. The few leakages out of the system, such as used books, weren't bad enough to damage the system, because the cost of communications exceeded the value of the used goods. Life was good...

But there was a ticking time bomb in the heart of the system. It was time for the Law of Unintended Consequences to rear its ugly head...

While advertiser was training consumers to watch their ads, they were also unwittingly training them to expect to be entertained for free. Certainly some forms of entertainment weren't free initially, but they eventually became free later (such as movies), and others were free immediately such as broadcast audio and television. Even books were available for free or near free from libraries. The consumer weren't concerned about the ads, they were just something to ignore. As far as they were concerned, anything that wasn't the latest and greatest - like the latest Hollywood monstrosity or a live concert - shouldn't cost them anything, unless there a physical aspect to it. They understood physical aspects. It was just like the car or candy bar being advertised. Things cost money. Entertainment didn't. And advertisers, by paying for free entertainment to anybody who wanted to watch, in order to attract customers for their products, had built the perfect beast. They had unwittingly been building it for generations.....

Now the last veil drops....
The Digital World severed the entertainment from any physical package. You can take it out of the package it came in and put it in any package you like that will hold it. You can even get it without any package at all, just like turning on a TV. Anywhere in the world, any type of digitally reproducible entertainment, any time, 24/7. And advertisers have conditioned the consumer for generations that all mass-produced entertainments would eventually be free. 
How are you going to override 100 years of canalization to make the consumer pay for every piece of entertainment, every time....

How are you going to hold them down on the farm, when they've seen Paree???