Transferring value means you are transferring the value of whatever your reward is to what you are asking the dog to do. Like when you play crate games, you play it using really high value treats like chicken... the crate takes on the value of the chicken. Payton has seen jumps before and played with them some, but because we've never really done any structured playing with them (they'll be set up in the yard for Auggie and he might jump over one because it just happens to be in his way while he's tearing around) he doesn't really see it as ZOMG FUN. It just kinda is. It's just something in his way. Not terribly unlike if he were in the woods and a log was in his way or whatever... nothing particularly important.
But now that we're actually working with them, they've become a "thing" to interact with. And when he interacts with them, he gets to grab the tuggy ball and we play tug! So the great game of tug he gets out of jumping has made the jump itself fun... the value of the tug has been transferred to the jump.
When people talk about having the dog looking forward at the jump rather than you, it's not so much about the value the jump holds as the dog being task oriented rather than handler oriented. Yes, you want them to be tuned in to you and your body language so you can steer them around the course, but you also want them to be looking forward at what they are doing and at what is coming up next... rather than constantly turning to look at you going "What's next?? What's next??" Kinda just "take what's in front of you, unless I tell you differently!"