You’re right. There will need to be a way for new users to earn trust.
I can think of a bunch of options:
1) pay influencers to sponsor them
2) pay relays to post
3) proof of work to generate a npub or to post to relays.
I’m sure there are other options but these are just the ones that come to mind quickly.
Bottom line is that there must be a real cost to prevent spam.