Yes, the rise in price holds great hope. I think this new token thing which I don't fully understand yet could be a huge part of that. If I get it, it promises an avenue for much wider adoption of steem, and it could have major ramifications in terms of non blog materials. It opens the floodgates. I hope to see more than a whitepaper soon!
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I think you are referring to the special media tokens where business can create tokens i.e. crypto for their customers. Like you I have yet to grasp the full ramifications.