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Twitch.tv ;)
They were the first with V4V, but it wasnt even Twitch that invented it. It was the streamers themselves that set up donations options and read out the donations live on the stream. Some ppl donate $5 some ppl donate $50. Thats value 4 value :) Of course it can also be a bitcoin donation, but that isnt explicit requirement in Value 4 Value.
Bitcoin/LN arguably makes value 4 value easier since ppl dont need paypal accounts and credit cards and what not in order to participate.
Paypal credit card etc are a huge barrier to entry. I never donated to any creator via these methods because I don't want to KYC just to give 5 bucks.
With LN I already donated to a bunch of nice projects, it's just so easy and frictionless that it's a no brainer.
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