At the risk of getting too mystic, creativity is the ability to explore the inner world, communication is the ability to path and map that world. Art is the ability to push someone into that world, potentially forcefully and against their will. All of this is quite separate from 'value' or 'worth'.
That said, capital is willing to pay for this because it has no connection to the inner world (interesting considering how it spawns some of the most foul and evil egregors out there.) They pay for solutions where necessary, but mostly they want it to be decoration within their egregors, defined only in those terms. You see this whenever anything gets committeed or focus-grouped out of their art-as-product.
Limits are imposed by culture and language, but those can be broken through, it's just hard. But the inner world is infinite and contains all possibilities there to be found and pathed.