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But shock value/ugly marketing may be the wrong approach.

My suspicion is that the pitch will work reasonably well on people who love economics. Several other issues become recruitment problems at that point:

  1. The allure of earning micropayments may be small
  2. They may not be inclined towards social media in the first place
  3. They might not vibe with the current SN culture

Most eventual stackers will wind up here because they enjoy the discussion quality and they'll only come to understand later how the mechanics of the site foster it.