Pretty much, most "creators" (did we even call them that back then?) weren't creating "content" for the sake of "ad revenue", they had ideas they wanted to make and made them.So many of the people who became big at that time, thought basically hey here is an easy way to show my friends the silly or cool things I have made.
It wasn't about "clout" or any of the crap today. And if they got popular enough, they could make merchandise to make money. And that's not to say there weren't some out there that were clout-chasing and going for fame and money, but it wasn't the majority.
But even a lot of the stuff that wasn't good or sucked, at least it was somewhat creative at minimum.
Now it's gotten so bad that even non-"creators" call their regular every day bullshit "content". I even see many people in the real world today constantly curating their image just in how they talk and act, very super contrived as hell and many are really conspicuous, like watching a bad actor ham-fisting it. And they're doing this without even filming themselves, almost like every instant must be camera-ready, or that anything they say has to be quotable and "momentous" like they're in a badly-written drama, spewing lines like bad poetry clichés.
And granted, everyone has always tried to "curate their image" in a way to be impressive or project themselves as part of this or that group or hip with the trends, but not quite like they are now, or in the same way that I can't quite put my finger on.
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