It's funny because @Max DeMarco gets paid no matter if people watch on YouTube or a client like Invidious (https://vid.puffyan.us/watch?v=aA-jiiepOrE) whereas on Twitter people have to be on and engaged with that platform. Nostr is changing everything.
Zapping is just good will, ad revenue is predictable and reliable.
When relays find a way to monetize unencrypted posts, they could definitely pay out content creators though