They don't necessarily have to make them look like ads. It's all about leveraging the steempower, just like whales are doing right now with these known recent new steemians. It could be a news release or a press release in which they pass a message. There are rules on this platform and I'm sure there will be way to fit into them and still be able to pass their message. Aniway the main point is being able to provide exposure on about anything.