It's all about greed, there's nothing underlying here that is even remotely salvageable. I think there are already lightning apps like stacker news, sphinx, zion, libretube, bitcoin tv and vida showing what can be done with bitcion, lightning, and your own node, providing the case that hive will remain a niche interest.
Do I think all those bitcoin apps will make it? No, but some will, do I think bigger companies like Twitter might just absorb the functionality and overlay it on their network, a strong possibility.