It seems that the incentive is for sponsors to transition their sponsorship budget into a zap budget. This means they can go around zapping their favorite content that promotes their product from anybody instead of from one specific person.
Excellent. Until the consultants come along and ask why they're paying for something that people are doing for free.
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Zaps will figure into many filtering algorithms since they are Sybil resistant.
And zapping encourages more of the content that they want to see.
