What I understood from my short stint here is, using or not using zap is up to you. But if you 'feel' like incentivising a content, you can do that directly rather than a big brother coordinating it for the "zapper" and the "zappee". I am drawing parallels to how YouTube incentivises it's content creators... Example: You need 4000 hours of viewership in last 365 days... Or you should have 1000 followers.
But in Nostr, those prerequisites aren't there. You see a good content, zap it, and the content creator is rewarded.
(You either watch ads in other platforms or pay a premium. Either ways you are contributing financially to a big corp)