You know the deal. Some person or outfit comes to you for a logo or a poster or some artwork for their project. And it's sounds like a heck of a deal, except for one small detail; they're not going to pay you.
It's not in the budget, and besides, the "recognition" is going to be off the hook and will surely be enough, or some other lame excuse. They're talking about their little scheme like it's the Second Coming, the Super Bowl, and the Battle of Helm's Deep all rolled into one, but they can't scrape enough dough together to pay you for their own logo?
I'd like to set aside for a moment the whole issue of disrespecting artists, as well as the point that "recognition" is never valid compensation for any amount of work.
If a person can't or won't invest cash in their own identity, why should I assume the "exposure" from their little whatever has any more than zero value? Based on an offer of no dollars for my effort, I have to assume that their project either isn't all it's cracked up to be, or they're so greedy or hopelessly unrealistic that the whole thing will implode before it reaches critical mass. Or maybe, deep, deep down inside themselves, they just don't have an abundance of confidence in the whole thing. That being the case, I must assume that all "exposure" and "recognition" associated with them is also of zero value.
Not that it was worth anything in the first place. I'm just trying to make a point that the given situation implies more than simply, "That guy's a dick!"