It's a nice write up.

> Build it and they will come is a fallacy.

This is true. But is this the alternative?

No trying to minimize the efforts of people who do this as real jobs or influencing - you do you. However, generating fake message screenshot, sending unsolicited messages etc? And the winner is the one who gets the biggest rise from the consumer, authentic or not.

Distribution is hard, I get it. But isn't this the equivalent of everyone just rocking up to the village square in the most outrageous costumes and screaming into the megaphone?