I tend to think of it as "incentivized kindness." People seem to be on their best behavior in general when they think they can get money out of the equation. That being said there are plenty of people that are not beholden to the monetary aspect of the chain and they tend to be more genuine and less "fake nice." Most of the fake nice I see comes from spam comments.
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Do you remember @ankapolo's post ? - this was pretty much inspired on her ideas.
Oooooo thanks for reminding me to check her page. She put up the beef jerky post :)