I think he's only looking at social media point of view. For that I agree people are used to social media to be free.
But if he wants for example to add nwc for aqua the best way is to have a aqua relay
Instead of using whatsapp for a company group he can make a relay for his company and use something like 0xchat
Most people are seeing nostr just as a social media but theres a lot of the other stuff to explore