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Shillers (because, let’s be honest, they are not real KOLs) bring the hype, cost projects tens of thousands, and pass rewards and marketing budgets on unengaged users who leave the project as soon as it’s out. Yet, in the data-powered MarketingFi, true KOLs have the potential to bring larger rewards and marketing budgets to audiences that will build projects further. But we need to employ analytics first, weed out the shillers, and bring larger incentives to the right creators.