Never work for free. It's a complete market distortion and leads to bad actors taking advantage of you and your work.
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There is precedent for this: https://sqlite.org/consortium.html
Are the people who got scammed into "working for exposure" required to work for those people?
No, of course not, no one held a gun to their head, but it's still kind of crappy. The influencers that are "paying in exposure" are taking advantage of power dynamics and giving vague false promises of success in order to avoid paying for shit that they really should be paying for.