Mhh, not sure I agree. There are definitely people who are in a competition with others for the same attention since it drives their revenue, but is that every individual in a "social media market"? I think "real world benefits" do not have to come out of such competitive nature. I think you can get something out of social media without doing this.

However, I see how my argument depends on what is meant with "real world benefits" or "social media market". I considered anything positive (like laughing about a joke on a bad day) as a real world benefit and ignored "market". You probably had something stricter in mind.