Ashish on Pluggdin writes

the Indian YouTube doesn’t seem to be about “You” (i.e. the user). It’s about ‘Them’ - the content players.

I think all the people who fall under “us” want to elevate themselves to the “them” category. People need a motivation for their actions and often gratification comes in shape of recognition. And moment you are recognized, you become a “them” from an “us”.