Voice was never touted to be the "Hive Killer", since Hive was still called Steem, when it was first announced. They tried to compete directly with Facebook or Twitter, but failed.

During the NFT heyday, they changed it to be an NFT marketplace. It's never a good sign, when a project radically changes, only to chase the newest trend. At the latest, when that happened, it was clear that Voice doesn't have any future.