Facebook users also aren’t there to see ads.

But as long as that is the game social media platforms play, there is an opportunity for someone to come along and offer users financial upside.

The real winning approach here IMO is to offer opt-in ads, where users get paid if they want ads (because their attention is valuable), and suffer no mental costs of sitting through ads if they don’t want them.

I agree that it’s unproven Lightning can compete at a meaningful scale, but this is true for all Lightning applications, not just social media.