i think Hive is pulling on his heart strings. I think he realises the most powerful and successful work he has done yet was/is Steemit which is why he came to plug his new book here. He's proud of his book, his career and i think probably Hive too. It has spawned into everything he wanted it to be. Epic timing, epic symbolism. Hive is going to show everyone in crypto world eventually that it is a concept and a community to be reckoned with.