Well, I'm a creator and I now have a $4,000 crypto wallet. I did not "pump it" at all. I literally woke up to messages saying, "Hey, you just need to go tie your Twitter account," and I did, and boom.
If the business model is charity for open-source creators, then I guess it does work.
It's not entirely fair to say, though, that the creators are the ones participating in the pump. At least, not initially.