More, as a reader, you're PAYING. But, as a reader, you have the power to choose what you like, and highlight, and comment, and clap. So you see more of what you like, and less of what you don't. In a way, as a reader, you have the ultimate power of "telling" the writers what to write, to please YOU! So the monetary flow may seem unbalanced, but it's because that's not the only flow.