There's different types of marketing.
One type is awareness marketing, which is exactly the type that's the furthest from "forcing shit down your throat".
Then later, when you're searching for something and see their name, your monkey brain will prefer the "familiar" option.
And tbh I do have to disagree with "people will come to you", it's really hard to grow if people don't know you exist.
Honestly if you're a billion in debt, you're fucking baller mate