In fact, the project team launched Kaito / Cookie or even built their own platform for mouth-to-mouth promotion without spending much more budget; they simply took the market budget that was originally meant for targeted advertising and distributed it among the yappers.
For the project team, they gained noise, created a false sense of prosperity, and the marketing staff enjoyed a few extra glasses of champagne at the celebration banquet.
In reality, it's no different from artificially generating data through interactions on the testnet; while the yap may feel good, it doesn't bring in real buying pressure.
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