When I was part of Oracle-D community, I set beneficiary. When I wrote for SteemSTEM, I set beneficiary as a way of supporting the community. It is worthy to note that no one is forced to set beneficiaries in PH, and setting it does not guarantee vote. What PH does is to encourage active engagement within the community which is actually very good for the growth of the community.
I believe we should uphold the core value of decentralization and not allow censorship.
Peace
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Doing it on your own is fine if you want to support them, but they're doing it because they're asked to and most likely won't see curation if they don't. This makes it unfair to anyone else and their content and quality. Not to mention the implication this has if everyone else started doing the same, authors would be getting less and less rewards.