people like JJ and Contrarianus and Hampus are focused on very individualistic capitalist terms - exclusive, special, devalue, debase

That is an excellent point!

And they also seem hyperfocused on the idea that someone will slap "Hugo Nominated" on their fanfic and sell it, which....is not what anyone associated with AO3 has done or would do. (The Puppies, on the other hand....)