I am pretty sure Steem will get the jump on any attempt by the established businesses by quite a distance. Unlike bitcoin it's gaining market cap right out of the gate. Network effects will start to kick in soon once the first flush of adopters start to tell their friends about how they are making money directly out of their writing instead of it being used to profile them to target them with advertising. By the end of the year there will be chatter starting to appear outside of the initial adopters' sub-communities on the other networks.
I ditched facebook a couple of months ago and I am not missing it at all. But this also primed me to jump on Steemit. Although it follows the model of Reddit, I was never even slightly interested in it, for me it's only slightly more credible a venue than 4chan. The reputation of Reddit for being a pesthole of trolles is legendary.