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The thing is it doesn't necessarily make him money if less people buy because they don't want to bother with hive-engine.

Well that's the thing on Hive.
It's not really a unified platform.
Everyone is working on their little community thing and the whole 'circle jerking' method of rewards is the default.

Which is why I critique it as a Cultish money game with no vision or method for mass onboarding.