The terms of the rewards program clearly states we can only reward either creators or collectors.
We have chosen to reward creators, as typically on Algorand creators are generating low revenue via royatlies, which is exactly why we see low levels of utility, marketing etc. By supporting them we hope this enables them to do more.
Over the past two quarters, the collectors who have found ways to share the rewards through community incentives have been the most successful in driving volume and increasing the amount of rewards they earn.
So even though we distribute the rewards to creators, we have seen them also benefit collectos.
Agree, we would love to see greater visibility, marketing etc, as ultimately the biggest ecosystem need is to attract new users, but the current set up of the program does not give us budget to do this.