I do not think whales are the enemies. I think the problem is that when we post something, it disappears from the front page real fast, making it extremely hard to even get seen. So people start to rely on other methods to build up. However, I don't really know what would be a solution for the "disappear too fast from the frontpage" problem, though.
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Soon we will have communities, like reddit so that would solve the problem you mentionned. It's in steem roadmap 2017.
STEEM could replace pretty much every type of social media out there......