The question then becomes how do you make sure it's people, not bots, and that they're actually engaged, not just passively raking in the sats.

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There will be a lot of questions popping up I guess😅

Of course, and if you're in marketing you'll be acutely aware of the fact that you will eventually have to make "arbitrary" decisions (which you will have to dress up with "objective data", but will still be arbitrary), and live with them every time the bean counters question you :)