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1/2: In sense, we need to take a leaf from the "centralized playbook" and apply it to Hive. Not advertising, so much as "putting Hive in the news" by sharing everything we do here in podcasts, interviews, exchange relations, press releases and so forth.

2/2: In turn, that provides easily shareable news nuggets for individual grassroots promotion. Consider how often people share news stories with friends, but they don't actually create the news stories, themselves.