Marketing on social media arrived with the ranking rather than with a personality: once a feed could be ordered, spending went to whoever could game the order, and the platform could sell that order. Nostr removes what made it a business, because the raw material sits on relays no single party owns. What it does not remove is the harder half. A fresh npub lands with no audience and no feed owes it one, so attention has to be earned in replies. Zaps are the weakest of those to read, since the receipts are signed by the provider rather than by the receiver.