Interesting question. (Saw your tweet and was drawn to you post).
I’m wondering if the WIIFM is something around professional identity. I’m kinda going back to Etienne Wenger and his work on communities of practice. If I am a novice practitioner, my engagement in the “collective” builds my expertise and social standing as a member of the profession. This dynamic still certainly holds true for me even though I have 30 years in business and a handful in academia; the more I engage (consume, contribute), the more I continually develop my professional identity and expertise.
And that is transportable. Not that I’d ever leave my current gig, but my expertise is – well, MY expertise.