It's not clear in the implementation, but it uses parametrized replaceable events, so you can "add" a new sticker with the same ID as before and it'll update. Relay suggestions is a good idea, I want to add some other configuration into the QR codes too

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Sort of both. Technically just the original author can update the link, but right now if there's a collision there's no way to figure out which one to use. Easily fixable by adding the pubkey to the code, but yeah, very ruggable right now