You are right though! I haven't tried to create recipes on ifttt, but I thought it should be possible and that's what Chain have done isn't it?! Need to check the details about ifttt recipes and how to share and make public bucket of them, I guess...it can be huge boost for marketing, I agree 😉
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Anybody can make and publish recipes easily, but the thing that is needed is to get Steem as a trigger option for recipes.
If I have understood this correctly, it's called publish a service for IFTTT, which is not free but requires paid partnership.
https://platform.ifttt.com/pricing
It would be fun to ask promoters of other blockchains: "yeah, but is it on IFTTT?"