As it becomes earlier and easier to build affiliate programs, business are paying for people to be brand ambassadors. So not only do you build social capital from being an early adaptor in your group of friends, but now you can actually make money doing it.
A great example of this I heard a few years ago was a blogger who wrote a post comparing driving for Uber and Lyft and put his driver affiliate code for both. He made tens of thousands a month for an extended period of time from that one post.
In the past, early adoption was driven by curiosity and identity, but now there is a serious monetary incentive. Since discovery and transmission are incentivized, better ideas and better projects reach more people more quickly.
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