In short it's about helping people who are making genuinely useful products find the audience who genuinely needs them. "If you build it they will come" isn't true. People need to find out & understand when something they're looking for exists. It's true of small town businesses and global products.

I think it's worth taking a step back and considering what a better world looks like, solving this problem without ads. I can envision a "pull" model, where you always seek it out vs it being pushed on you. I think people buying things they don't want or need is not good. If someone can propose a way to make the "pull" model work, and we can try it out, I'd be all for that experiment. And I hope they'll write it about it so we as consumers learn and demand better of companies we use.