True, but it has a different kind of social discovery.

These networks are very powerful. I like to talk about this example - suppose a country bans Bitcoin. It is still useful as money, as a savings technology. Some want to get in, some need to spend it. But they can't find themselves through an official exchange, it's illegal. Also, decentralized marketplaces are full of government snitches at this point, they get rewarded for every BTC user they catch.

What happens? This sounds familiar. It's like the situation with a different market with "illegal drugs" (let's say weed). Somehow, people find a way to buy it anywhere in the world in less than 24 hours usually.

How does it happen? Well, you ask your friends that you know well and they know someone. The network effect is very strong and it works in practice.

Back to the original topic - is the thing to be discovered something that people want? Do the producers of this information / product / service get it out there? They will find a way to meet in the middle.

It's something organic, something that we don't have to learn, it just happens.

Of course not everything is in real demand, but that things maybe don't need to spread.