If independent creators aren't supposed to promote their work, how am I supposed to know what to buy or recommend to my friends? More importantly, how are they supposed to eat?

C'mon, this is the #Fediverse. If promotion bugs you that much, put your big person pants on and curate your feeds instead of bellyaching. Yes, I know people can abuse self-promotion (like porn, you know it when you see it), but most creators are just trying to find an audience and survive. Give them a break.