Ditto @ShantanuChandra. I add that it isn't necessarily an "exchange". There's a common slogan, "You can't get X for love or money", meaning, people won't give you X in exchange for money, nor will they give it to you because they like or love you.
BTW I think that sentence is a little awkward because it shifts in referring to the consumer from "them" to "you". I would have written it, "That's the idea that if you make the consumer uncomfortable enough and then tell them that for money we'll make you less uncomfortable, then THEY will give us money." The "we'll make you less uncomfortable" is part of an indirect quote, so as it is addressing the consumer, "you" refers to the consumer. Fine. But "then you will give us money" is not part of the quote. I don't think the intent is that the company says to the consumer, "We'll do this and then you will give us money", but rather that the company tells the consumer that it will make him less uncomfortable, end of quote, and then the result of this is that the consumer gives the company money.