Meta is determined to keep up its position as the dominant social media provider online, and this means that they are looking into ways it can diversify its income. These coins could be just one of the measures that they introduce to do so.
This is most likely to emulate and outperform the systems arising through rival platforms like TikTok and Twitch. Both of these have a tipping system plus a non-ads business that is centered around in-app purchases and e-commerce.
Both are areas that Meta has attempted to introduce to its platforms in the past. Monetising their user base could help to benefit many creators across both platforms.
Something similar was introduced when they launched Facebook Credits in 2009 (with these being scrapped in 2012), and could also be compared to their attempts to set up a cryptocurrency.
As the online world continues to evolve, we shall likely see more brands seek to set up payment methods such as these. If so, affiliates should look into ways they can leverage these new payment options as they roll out, whether they are Zuck Bucks or some other type of coin.