I think the answer is technology to the rescue: people will pay if they feel the quality is there. For example, I pay for Orson Scott Card's books and web content, not because I'm lazy and don't want to get it from the library or some other zero-cost source, but because I want to pay, I take pride in owning a fine piece of work, I think he deserves a new pair of pants, etc.
Have you ever torrented something, and said afterwards, "wow that was good. I wonder if there's a paypal account I could pay" and after an hour of trying, give up? We need a merit-based entertainment economy, where payment works like tips - tip as much as the service provider deserves, after the service is rendered.