Quite literally, our title marks the perspective we worked out for this article. What is the value of creativity if anyone can generate 1000 ideas at the touch of a button? And how do artists and designers that create at the forefront of digital art and design maintain and develop this value? How do they engage with computation levering it for societal sensing, individuation and joy? In a conversation between two researchers of the arts and applied design with three diverse and internationally renowned artists, we unpack how the design of processes, workflows and automation is part of the creative process. Together, we explore what attitude and skills are important to stay creative in times of industrial digital supply chains and tools, e.g. those based on Large Language Models. With increasing evidence of the negative impact of off-loading cognitive tasks to digital assistants for creative and knowledge work, the article synthesises inspiring digital creativity counter-tactics, supporting practitioners and students alike in keeping their creative muscle strong.