It was built by bitcoin maxis to promote Bitcoin. The community is constantly talking about it. Formally, Lightning payments are optional but in practice they're everywhere. Even the core protocol is based on bitcoin-specific cryptography:
https://github.com/nostr-protocol/nips/blob/master/01.md#events-and-signatures
>Each user has a keypair. Signatures, public key, and encodings are done according to the Schnorr signatures standard for the curve secp256k1.