Well, there's a negative as well, hence I used keywords like supposedly, apparently etc. But wouldn't you rather your insurance-selling uncle visit you for yourself, instead of an intent to sell you the insurance? I think those days will be here eventually.
Say people eventually buy everything or get some form of advertising kickbacks from "the Social", do you think that there won't be ways to game those income streams?
Subverting "The Social Web" occurs to feed users to their advertising or other attempts at monetization, they don't get paid to Tweet.