If it is important enough, people will pay for it.

This is more ideal than reality I'm afraid. And yes, maybe some in the community like to pay for it, other may not. Then inequality starts and while this in the beginning may not be that much of a problem, generally this results in being a problem when always the same individuals are paying for things others who dont are also using.

Personal Experiences
You can even see it in group of friends when go to bars and restaurants. When not demanding everybody pays their own consumptions, but the group buys for all in rounds, always the same are the front runners and get more rounds for the whole group, and always the same are those who go to the bar less times, hence spend less money. I've seen group of friends fall apart due to this type of behaviour. I've seen and being part of many discussions, if and how we should address this to those who 'profit'; Always a very difficult thing, since foremost we regard 'them' as friends. But I can tell you, out of my own experience, some of those who 'profit' all the time, are asked less and less to go and do something with the group of friends, especially when money is involved. I have not real solutions for this, but this is just a fact that we cannot close our eyes for since when we do close our eyes for this, we stay in the realm of ideology and not finding practical solutions.