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The reason the market approximates rewarding the providing of value is not because there is something morally special about that situation, but because without doing that, it is very difficult to get any value or utility at all, for anyone.
A system that rewards the creation of value results in a substantial amount of average utility, even if not high utility for everyone. But if you have a system that does not reward the creation of value or utility, there will be many people who will not bother to create any value, and consequently you will get low average value or utility. That was why St. Paul had to tell his communities that "if someone will not work, neither shall he eat."
If you think you have an idea for a system that will create higher average value or utility than markets do, as I said, you can propose one. I do not think anyone has yet made any reasonable proposal of that kind.
I know the usual arguments why rewarding value creation is a good idea, and I'm not trying to argue against that. Instead, my first comment points out how markets don't always reward value creation. They do a more complicated and recursive thing. You can think of it as "if your product is awesome but your customers are poor, you're screwed". Only even worse because there's feedback effects, where value creators can become poor just because other value creators are poor etc.
To put it yet another way, in a PageRank-like system the utility will tend... (read more)