It could be true for things that could only be "used" once. But I don't think that it's a valid point at all times.
Recently, for example, I've made a little "Linux for dummies" zine, and put it on my shelf.
Sometimes guests take it, read it, and put it back.
Technically, all of them get to read it for free, through no additional cost to me, because this zine already existed before they knew they wanted to "use it", and this zine will continue to exist after they "use it".