We are moving towards a new digital landscape where genuine human content is increasingly rare commodity. And, as we all know from Economics 101, its value should therefore rise. This calls for a rethink of the incentives and economics surrounding human-generated content. The real bottleneck in generative AI might not be computation capacity or model parameters, but our unique human touch. Yet, we are on the brink of a digital world that is increasingly filled with AI-generated clutter. Could it be that we have already seen the pinnacle of generative AI? How the next chapter unfolds hinges on our ability to recognize, protect, nurture, and fairly treat human creativity.