Nearly everything on the web is better at getting attention than making money ? and marketing is all about attention. Early adopters are also inclined to self-marketing from the outset. Whether they’re picking up their paychecks from an ad agency or an out-and-out tech firm, staying current on up-and-coming web platforms is usually a big part of how they earn it. So naturally, they want everyone to know about it. And since they’re the users most early-stage services are competing for, nearly every online platform taps into some kind of mutual promotion. It’s a vicious circle. It’s also lucrative.