Getting attention isn't that hard, I guess it depends entirely on how much attention you want, what kind and what for, I think people focus too much on how much? XD
People can keep asking if there is a better way to internet but what they currently actually want is for things to get whatever their definition of "better" is without them having to change anything they're doing.
Some publicity is good publicity :)
One of the interesting things with Hive is that more people would have access to build their version of better, giving the average person more chance of find something they like without having to change much.