Well you're kind of paying me for the opportunity to participate. I don't think my asking price for that is unreasonable. To put it into context, if 1000 people purchased a private key from me, I'd pull in a grand total of $0.34.
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To decrypt the message. To gain access to the content. Have you heard of subscriptions? This is a proof of concept for implementing something like on a public blockchain like Hive.
For an example, what if I wanted to restrict the front ends that have access to my content. My content is public. So front ends could make money from displaying my publicly available content. I might want to prevent that. Encryption might be an avenue to do that.
It's also interesting for other applications. Like closed communities.