He is saying that if an 'ad' hits the right person in the right way, that person will share it withing a large group. So you may pay more to reach the first, b

He is saying that if an 'ad' hits the right person in the right way, that person will share it withing a large group. So you may pay more to reach the first, but after that the target audience does the work for you by sharing. -> I sponsor an ad targeting a certain audience -> Byron Shifflett comments on the sponsored content in a way that makes it clear I reached him -> Under another account, I reply to his comment -> I send a friend request -> He accepts -> Now I can reach him just by posting my nonsense on my second account -> He shares. That's what I like about him.