The keysend stuff is basically just a lighting nodes pubkey. Some people run their own nodes or Foutain and Alby run large nodes for people so you will also see a custom key and custom value that is just the users account on said node.
For you it doesnt matter that much but you have the problem everyone has that most wallets dont support keysend so you have to basically use Alby as a listener.
Derek found this out with zaptrak.app when he added the PC 2.0 music. The feeds have keysend addresses that most wallets cant pay so he just turned them off.
Podcasting 2.0 chose keysend 5 years ago since its a simpler "push" payment but basically no wallets support it so we are looking at moving to lnaddress but we also have 5 years of tech built on keysend.
You only have to worry about this if your importing RSS feeds like the ones
@Hash Power Music has. If you just have people upload on your site then they use a lnaddress and everything will be fine.