Dave's experience in DFW is exceptionally similar to mine and points 1 and 3 nail it. The rules have certainly changed and many times my special lady and friends will opt for a place we can chat over a local show. To point 3, entertaining above just playing well has gone beyond being critical in my opinion.
Gigging musicians are competing with so much more than we used to. It's not just the other shows around town, or the movies, or a local dance. We're competing against the cost of going to a show which has gotten higher with inflation. Competing against streaming services and everyone having instantaneous entertainment 24/7 in their pockets. I've been fine with all that but I just can't do the constant self promotion and viral chasing on social media
It's a fine line for me re: social media self-promo. As a BL, I used to do the self-promo thing pretty extensively and I was pretty miserable. OTOH, as a sideman, it's easy - I don't do much more than a quick mention of gigs and I leave it up to the BL to manage the brand.
These days, when I put together my own thing I have to be super careful; Too much self-concern over my own name/brand is toxic. I try to keep it light, tongue-in-cheek and shift the emphasis back to others; the crowd, the venue, friends, bandmates, special guests, etc.