Businesses that can attract capital need to see a path to making money on nostr. I know that advertising is disliked here, but it's because the current internet ad model is tightly coupled with surveillance. Nostr has the chance to redefine how ads are delivered. I believe zapping people gets their attention better than anything. If zap ad conversion rates can be favorably compared to normal ads, then there is incentive for capital to build larger zap-ready audiences.