It's not utility by definition :) In WoW case it's currency and gamification :) And entertainment certainly has a lot of value and people are willing to pay quite a lot for those injections of serotonin and dopamine into their systems through that mechanism.
But i would argue that Hive is as much entertaining as WoW if we excluded that hope factor for a huge bull run :) Not yet at least, but some dapps might be. And if i could push my post to 100k of targeted views using Hive that would have utility as exposure or paid traffic and acting like a currency to pay for it.
Or if i could pay 30% of price in Hive (think as a discount) for my new PS5 Hive would act as currency and utility for sales promotion. Meaning - you are Sony. You want to sell PS5 at a discount anyway. Cost before discount is 500 bucks. Discounted deal is 400 bucks. Now instead of that you can make a proposal.
Pay 400 bucks and 100 Hive for a brand new PS5.
So for user it would cost 420, Sony would get some Hive to promote their posts and sales on Hive. As for Hive it would mean that 1 Hive is actually worth 1 USD.
Win Win Win
I see Hive a bit like electricity, and electricity does have utility :D
I think that the Sony scenario is possible and if enough companies did that, it would also give them the potential to sell that same PS5 for multiples more if the price changes. Kind of like that pizza store who sold two pizzas for 10,000 BTC, did they hold? :D
Damn them if they did, the best business opportunity then lol