That's the thing right there. On the plus side that helps us as you cannot trademark a common term like 'hive'. On the other, there is immense competition for prominence of the name. Way I see it, as long as every dapp has a small Hive logo in its marketing material and a link somewhere that says 'built on Hive' then that's a big step forward. We got some promoting being on Wax but I'm not seeing the same enthusiasm about promoting being on Hive.