With social cred. I mean, they got money, too, but "X set up Y and Z together and they've now been happily married for 30 years and have four kids, you should g

With social cred. I mean, they got money, too, but "X set up Y and Z together and they've now been happily married for 30 years and have four kids, you should go to X" is a really strong recommendation (assuming that X has a lot of Y's and Z's to refer to when trying to sell you on the idea).