Yes, crypto in general is often regarded as a massive "buy the dip scheme" to coin a phrase, aligned incentives and on-boarding new users seems to be part the appeal, difficult to distinguish the shills from people who are genuinely interested in the technology or as you say "promoting and sharing interesting content" For me it is all about the tech, although naturally I also enjoy financial gain, joined Steemit in July 2016 and only the past month or so started using the Steemit and bitshares platforms. I'm learning too.
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I'm not suggesting that the financial incentive should be disregarded, however think it's important to highlight that certain individuals solely using Steemit to drive the price of of Steem up by attracting wealthy individuals before selling their 'stake'. The platform should be to educate others and share great content.
I've been reading and watching some fantastic content.