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RE: Why Rewards Have to Change... (Fair warning, this is a long one)
It's not just authors though, almost all dApp creators make use of bid-bots to gain visibility for their announcements. The bid-bots essentially created a type of competition for attention on Steemit. From the author's end, bid-bots offer ROI, although it is very unpredictable.
Have you looked at how promotion works on PALnet? This has been a pull request for Steemit for almost 2 years. Actual guaranteed promotion could be had in a way that benefits the platform, but whales that controls the witnesses don't want that, they'd rather sell votes.