The dapps, games, and passive income are a huge selling point for people. Second layer social media dapps are an "entry-level" blockchain application. People enjoy loaning HIVE for approx 10% via safe smart contracts or enjoying HBD's 15% interest. As the Manhattan of Web 3.0, Hive (the Devs mostly) have been laying the foundation for this new web and economy.
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Well most of these are good, but they're not really bringing lots of new people at the moment. The devs are doing a lot, and hopefully the work they've done will bring about mass adoption.