In spite of the common sense discussed above, there is a snag… free of charge. Despite the thousands of ads¹ feeding our respective brains every day, the costs passed to our daily shopping (upper than VAT², or a lot more³), that represents the World's first expense (1,200 billions Euros in 2004⁴), we feel that everything is free of charge. In fact we pay dearly for this feeling, and not only with available human brain time for TV ads and cubic kilometres of coke⁵. Because only a tiny part of these yearly thousands billions Euros – that all of us pay – is dedicated to what we care about, creation.

So inconsistently, accepting the idea that nothing is free of charge would make us save a substantial amount of money. To put the hand in the pocket is profitable! Add to that a cultural and qualitative gain, hindering the funding of universal mediocrity that sells coke, and sparing us liberty killer collateral damages.

1. "average we see 3,000 ads per day" ; Advertising: It's Everywhere (Media Awareness Network).
2. 10% to 20% for hygiene products and 10% to 15% for food in 1999 ; La publicité (Patrick Hetzel).
3. Up to 8,653€ of advertizing fees per sold car in 2006 ; (Autoplus n°939).
4. (Collectif des déboulonneurs).
5. Patrick Le Lay, CEO of TF1 (biggest French TV Channel), declared: "There are many ways to speak about TV, but in a business perspective, let's be realistic: at the basis, TF1's job is helping Coca-Cola, for example, to sell its product. What we sell to Coca-Cola is available human brain time." (Editions du Huitième jour).