Interesting thought process and is very feasible that this could indeed happen. There are so many use cases once you have a massive audience or member base that companies will be sucked in. They to would have to buy Hive in order to get RC's.
I can recall Coca-Cola was everywhere in the 1980's and their policy was for everyone to spot something with Coca-Cola 20 times per day.
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Yes the branding is something that major companies engage upon since it is vital. They need to keep in front of people.
A community of ardent users could really help that initiative.
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