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It's very simple really. Hive needs to be pitched to builders, maybe investors. For users, only apps are the gateways in, any tech talk or complicated onboarding process will alienate them. The steep learning curve doesn't help either.
Splinterlands flattens the learning curve better than anyone.
Theirs should be the blueprint for any new dApp looking to bring in users from outside our current tiny Hive bubble.
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You said in the post they don't mention Hive in their marketing channels, which is generally true. They don't mention it for users but look here what a great presentation Hive gets from Matt, I'd say, from the writing style:
https://whitepaper.genesisleaguesports.com/hive-blockchain
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The small market cap freaks many I’ve told for mainly investing reasons. Also seeing certain individuals downvoted for petty reasons was a complaint one left back on the Steemit days. I think it will take a bull run after this long bear market to really get interest going again.
There are different types of investors. Some are willing to take a risk in the long term if they see something in a project (look at theycallmedan, he was an investor building stakes in different crypto projects, and now he is so involved in Hive).