"Pay" what?

Seth Godin brings up interesting points about what businesses pay, but I'd say this is even more true of individuals who, since they are singular, have less attention to spend. As the books The Attention Economy and The Experience Economy suggest with their theses, economics may be moving more toward what the consumer experiences and pays attention to in any situation. This may not be a utopia of consumer-centic life, but it makes things less about stuff and money, and more about action.