I'm not sure this metric says anything. I guess I could simulate millions of payments simply by sending zaps to myself. It's cheap. Maybe even free if I use direct channel.

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You could, but it is also easy to detect. There are clusters in this case. And what would be the benefit in gaming it?

What kind of clusters? One could make a different public key for each. As for benefits, a post with large zap value may appear important.