I personally don't get the appeal of leo. Even with all the gimmicks of the site. I think is not that great of a product to pay for it. Note that I also don't pay for telegram, discord or X. So maybe I'm not the target market. However I have paid for exclusive things like an animation on my avatar on discord or custom themes on my phone. So maybe there is a market for that, that could be built.
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I think that is the mindset that is required. Building in a wide array of features that have appeal to a cross section of people is crucial. Having simply one or two features is not going to work. That is the basic problem with Hive in my view. It is blogging and little else.