I don't think Elon is that interested in Hive because he went there for the profit. Hive is just unknown to most of the world and I don't think it's on many people's radar. However, that can change when there are better applications built on Hive.
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he is talking about building the exact thing that is hive. but yes they do want to be in charge as we seen with Bluesky people while talking with people from Hive.