It doesn't.
Everyday people will not run a relay. Just like many people don't run a node. The market for NOSTR is very niche and based on idealism, not practicality.
If NOSTR is going to stay a sub-sub-sub-sub-culture within a sub-sub-culture, then it needs more users:
- Running relays
- Improving UX/UI for NOSTR as a whole
- Avoid VC funding
- And not relying on AWS for storage and backup