They are not interested in being social either. They focus only on their own posts. Selfishness and greed is what spoil this platform. When I see the comment section of various posts on the blockchain in general, I almost always see the same people commenting. Only a very few people are very actively commenting. Of course we cannot force people to be social, but being social on a social network can help. If everyone would use this platform, as it is supposed to be used, then this platform would thrive.
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Because Hive isn't a social media platform. It's a blogging platform.
That's always been one of the biggest problems with steem/hive (along with centralization of stake, the ninja mine, etc.)... people try to sell it as a social media - but it's just a way for bloggers to have less overhead, and potentially get some ad-free revenue.
Hive is not just/only a blogging platform. Hive is a blockchain with multiple platforms and many websites, from which many belongs to the social network category. For example Inji, DPoll, D.Buzz, 3Speak, etc. The last one for example is a video sharing website.