One of the beauties of Steemit is its openness while at the same time being anonymous. Everyone can create an account without having to give up their identity. I don't believe it would be a good idea to sanction specific users (companies) we would simply have to balance the upvoting system and make it all more equal or something.
I for one have no problem seeing companies interact with us Steemians on our own terms and of course on equal terms as everone else.
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I think companies coming in will be beneficial all around. steem price goes up, more ways for minnows to get rewarded, plus might change how ads done online in general.
I do see an issue of trending getting clogged up with ads that @pennsif mentioned. Maybe simple solution could be posting ads under "ads" tag.
We will see. First we need increased user base, which I believe hard fork 20 will be addressing this matter.