The reader doesn't owe me anything.

I’ve been seeing opinions in the social medias lately from certain writers that I find a little puzzling and entitled. To wit, the idea that readers owe the writer something, that reading is a sort of eating of one’s vegetables and a thing the reader should do not because it is fun or edifying or stretches their brain in interesting ways, but for the writer’s benefit. And I really do wonder where this meme comes from.