You make a very good point, "normal" people won't care about hive or how it works or what it does (I've tried), but each community could more easily pull in their target audience with targeted content.

No one gives a shit about how efficient the code is for AWS, or how many servers they have humming away, they just want their Netflix to work... As long as it does people keep using Netflix and therefore using AWS.

We need to adopt the same mentality, who cares how cool HIVE is, it's about the apps built on top.