You are asking me how advertising a product (zaps) pushes a product? I'm not against Bitcoin but denying that nostr clients are trying to market bitcoin through zaps is silly. As for the second part of the question: How many twitter users do you think understand bitcoins AND lightening never mind be persuaded to use them or set up a lightening node? Its really hard to onboard people with bitcoins. I've tried persuading dozens of people. And lightening is even harder as thats a next step beyond. When nostr clients advertise bitcoin via an ever present zaps button, it makes one question if nostr is a) mostly for people who understand bitcoin or/and b) its an app primarily interested in promoting bitcoin. And the answer to both of these questions is MOSTLY (not wholly) answered with 'yes'. Also You said yourself 'Crypto is a turnoff' so I'm not sure why you are disagreeing.