think those building in web3 "advertising" should consider something--

web3 companies don't need to get their product in front of people to buy. they can leverage (for the most part) existing systems, and if people want to buy your token, they will find it. the challenge is keeping your customer from selling.

interesting inverse funnel with crypto (financially led media)--

classic internet -- go viral with media, try to monetize it. 

crypto internet -- go viral with market cap, try to sustain it (with media).

Even if the product is a token, it still has to get in front of people. Sure you can airdrop but even so, there needs to be value at stake to maintain an initial market cap to go viral assuming you are referring to the model below?

https://warpcast.com/darkstar/0x9a3be2b2

Market cap as marketing is still marketing.