Don't take it so literal. of course Hive is the base of it and they are "using Hive" but they need to use the Dapps, what they are directly using is the Dapps. It is confusing for people when you tell them "come join Hive" but then when they say yes none of the links you send to them even say Hive anywhere. They ask for an "Hive" app, even look for it on the Play Store.
The public is using the Dapps, and Hive just because it is where the Dapps are built.
What you say is individual specific. Now as a whole.
You want people to know its Hive. The future will show that to be self evident, (if Hive makes it that far). The name brand Hive should act as a secure feature. When people see Hive they trust it.
Your thinking is too narrow.
It is not really, I just have experience on what happens when you onboard using the name Hive first.
I'm talking from what is happening on the present. Hive doesn't have a direct entry point from Hive.io, so currently we need Dapps to step in and polish their process of sign up and get the marketing done. It's also the way we get to the different niches that are covered by each Dapp.
Unless we actually have a robust landing on Hive.io, and a Dapp for Hive.io where people can successfully create an account, people is still going to get there and we lose them. Happens all the time.
We want Hive to be known, and of course marketing efforts have to be done to get the name Hive out there and the Dapps to ge together to show they are all built here.
But their marketing efforts have to be what they have for the audience and then they say they are built on Hive.
So all tried before. Still we need to do it. Try the same thing over and over eventually it will work.
The only thing all the efforts of the past have brought is people looking to make a buck, remove the buck the chain falls.