Receiving as generosity.
A blog reader receives the blog as a generous gift, so does the person who listen to an artist's song or the movie-goer who makes it a point to watch his favourite moviemaker's film.
Some of these gifts may require a payment, but that's not the point. The point is that without a receiver, there would be no giver.
The skill of receiving does not make us selfish, it helps us become better givers.