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The Stellar airdrop to every Keybase user seemed to be tightly integrated with Keybase, more than you'd get with just a wallet integration.

AFAIK every user with a supported wallet received it, the airdrops started way before Keybase supported XLM. See earlier blog articles: https://www.stellar.org/blog/bitcoin-claim-lumens-2/ and https://www.stellar.org/blog/bringing-lumens-to-millions/

I am sure that's true, but as a Keybase user there was a lot of communication surrounding the drop directly from Keybase.