It'll be very interesting to see how it plays out with the other social media platforms. I'm not sure the share holders will want to share revenue streams across all socials what who knows.
There's always disruptive technologies and inflection points though I suppose, where things change so maybe this will be another one and people will start making money over their own social media like Hive.
I think people have to remember though that these services are typically free; they offer free hosting for videos and photos, free communities where people can interact together. Ofcourse the people are the product at the end of the day but they still do get free services on these platforms.
For now though I am delighted to be able to make a few quid on Hive and don't waste my time on any other socials.
RE: Everybody is building their brand.