It's more like: Hi nostr:npub1zjmgexq3hvn99cfyth34ljnlrkr0uhvy8q4ej540fwj0p90yc6lqw5ytc0 I created a cool meme, which tells a cool story about buying books at aprycot.

If the people/aprycot likes the meme, aprycot can just zap the note to boost it, and get more visibility for the note itself and similarly to their own brand.