Marketing of IPFS

I was concerning about how protocol labs advertise IPFS application, like UBER and Airbnb, they spent billions of dollars in marketing, to change users’ preference.

1, use Uber business model, spent the money in incentive.
2, use filecoin as an incentive to let miners participate first
3, cooperate with Giant tech company enhance the market share.
4, build an IPFS application can get exponentially attraction.

IMHO, its not about protocol labs advertising IPFS, but rather people building tools that are used by other people.