> An author chooses to divert their working time to producing a piece of content (say, about a honey-guzzling bear) with the expectation that they'll be rewarded by the market for doing so, which is why they don't instead divert all their efforts into writing ad copy for PepsiCo.

Seems like a good fit - a honey-guzzling bear and ad copy for PepsiCo aren't all that far apart...