I think the point is a bit clearer if you imagine each song having its own market.

I am not a member of the market for dubstep. I am a cheapskate in the market for Taylor Swift songs - I'd never pay full price, but I could be tempted if they were twenty cents each. I am a paying customer in the market for old blues albums.

So any one consumer is not always a cheapskate or always a paying customer. Every consumer is a cheapskate in most markets.