The key disrupting web3 social player will be the one who counter positions and flips the ad economics on its head. The current web3 social lego blocks are table stakes: Every account has a wallet. Read and write is permissionless. Clients drive competition. The new lego block should be an auction based ad model, where brands are able to place bids on things like views/clicks/conversions at the protocol level, and split the rewards across client/creator in a more fair way.