Consider the following hypothetical conversation:
Photographer: Excuse me, are you giving away photographs for free?
Amateur: Why yes, sometimes I do, why?
Photographer: You're harming my business, and I want you to stop it.
Amateur: How am I harming your business?
Photographer: You're giving away a service for free that I charge for. Please stop.
Amateur: So you want me to perform a service for you?
Photographer: Yes, stop giving away photographs for free.
Amateur: You want me to stop providing a service for free for the general public, by asking me to provide a service for you?
Photographer: Yes, that's right.
Amateur: How much will you pay me to stop giving away my photographs?
Photographer: Why, nothing! I just want you to stop giving away photographs!
Amateur: OK, so let me get this straight. You think providing services for free is bad, but you're asking me to provide a service for you for free. Is that right?
Photographer: No! I just want you to stop damaging my business!
Amateur: You ask me to 'do' something, or in this case, refrain from doing something. That's a service. You say free services are bad. So I must ask to be paid. That is your credo, you've explained it clearly. So if you want me to stop giving away my photographs, you must pay me for that service, or I am not following your advice that giving away services for free is bad.
Etc.