it's just a psychological thing. i'm sure different people have different psychologies around it. (and yes, i'd probably value my house more if i were not paying rent on it)
as for capturing value, i'm referring specifically to the monetary aspect of things - assuming the company adds value by providing the platform and gets paid for it and the users add value by providing the content but do not get paid for it, the explicit introduction of money into the ecosystem has introduced a situation where one party is seen to be asymmetrically rewarded for the overall success of the ecosystem.
as for capturing value, i'm referring specifically to the monetary aspect of things - assuming the company adds value by providing the platform and gets paid for it and the users add value by providing the content but do not get paid for it, the explicit introduction of money into the ecosystem has introduced a situation where one party is seen to be asymmetrically rewarded for the overall success of the ecosystem.