If someone pays me 1M sats to show something I don’t want, I have the choice to keep the money or pay 1M + 1 sat to bump it. The problem is, if I buy back the top spot, their zap still shows in the zap list so they have gained some free advertising there.
We’ll probably need more rules around that sort of thing and I can imagine ways it could get out of control quickly, but it will be entertaining and edifying to watch it play out.