Today the fight (maybe always was) is on the public opinion. The state of mind.
Where people go. The market is determined by what people think. Big tech are spending money to get the best people and publicity.
Hive is a utility to buy stage time.
Recently @theycallmedan used Hive by voting on comments proving voted for listing. This worked. Its just a small example. It happens on all platform but there the incentive is hidden and people can't know what was bought and what is genuine. Hive transparancy make it a fair play with more winners and less illusions.