Specifically: the project is to imagine what people who expect you to make them art for free must look like. Not the people who you give art to for free, or the people who accept the art that you gave them for free: the people who feel entitled to free art. Yeah. Those people.
I should note, though: the guy who offered to pay in beer probably should not be included in this Rogues’ Gallery of Shame. Beer has established monetary value. I’ve known more than one artist who did not object to the idea of trading some quick art for a six-pack of booze.