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I honestly believe that "Hive" is too big a concept for people to grasp. It's going to have to be the individual projects building their own communities, their own loyal followers and Hive is the engine that runs it all.
Just telling someone "Come join Hive!" doesn't work.
USP 1 should be the ownership of the data and the censorship resistence. Especially in the EU which wants to enforce their fight against "hatecrime" and "desinformation" by mandatory KYC on all social media.