It's using zaps to farm engagement and advertise. Right now, nostr:npub1jg552aulj07skd6e7y2hu0vl5g8nl5jvfw8jhn6jpjk0vjd0waksvl6n8n is zapping people (sending lightning sats) for discussions around their products.

And it's working, my nostr feed is full of liquid bitcoin, jade, and green wallet discussions.