Well, the chain itself has built-in operations and other primitives such as "posting", "voting", "rewards", "payouts" and so on. Hive is an application specific blockchain as Steemit, Inc put it. Steem from which Hive was forked was built specifically with social media and content delivery apps in mind. That it has the ability to store text without it having to do with the reward pool just extends its capabilities potentially to other areas as well.
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Shut up. I just wanted to sound like a smart ass.
LOL