Engaging in response takes effort and time, the latter of which is expending value of the sender despite no sats being sent.
I like the positive reactions as a way to skim a thread or feed and note what I appreciate without leaving the app.
Zapping is a very lengthy process for me on mobile, and usually takes over half a minute to accomplish (I'm using Amethyst, pay with Breez, and on a 6 year old phone cause I'm not rich)
On the receiving end, I don't get much engagement. I rarely post memes because the time to prepare and post to me is better spent coding. But I'm not a Nostr dev funded by Jack or the community. I'm just working on my own open source projects for Bitcoin that have existed longer than Nostr. Check it out at nodeyez.com . So I'm happy to see the little engagement I do get whether it's a reaction, a zap or a comment.