For some people 10% per year is fine. Indeed, if the bank rates for a bank loan are less than 3% per year, it allows to generate 7% of profits by using only the money of the banks.
In other countries the bank interest is too high and people have to use their own capital to invest so for them 10% is not much.
What Hive does is serve both types of people.
If you can use banks, invest and earn interest (passively) only by investing with your bank loans.
If you can't use banks, then you can use Hive but not passively.