Brilliant article ! I think what a lot of people forget is that Facebook derives most of it's revenue from advertisers and from selling user/usage data to third parties. The actual users don't directly pay to use the site, which is a reason why it is able to attract such a large number.
Also, Hive works in a very different way to Facebook, and one which requires users to behave differently. Posts are generally more blog-like and need more time and thought than the one-liners and memes which fill Facebook, and scatter-gunning "likes" around is also something requiring more thought.