For sure he doesn't need to, but he wants to. Even if it is nothing more than vanity (and I see him as a smarter businessman than that), he's still our customer as long as he's paying for promotion, and I thank him for it.
Interesting and important questions can certainly be asked if this is still a novelty that hasn't worn off yet and if therefore the future means less promotion revenue for the platform. (Of course more users -- in other words, more eyeballs -- could increase the value of promotion.) I really don't know, but it will be interesting to see what happens