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It seems too much like work now.

It is, especially when you first set them up. Afterwards, it depends how you play. If you play exclusively yourself, it is more like a job... And I wouldn't like that either.

All these conferences that Hive is at ought to result in some sign-ups, but I've not heard of many.

You have a point. However, the 2nd reason for being at such conferences is to promote Hive as a business opportunity. Initial contacts for B2B potential ventures, or entrepreneurs, or developers becoming interested, more than sign-ups of regular users.

But I'm not sure how much of that we have at these conferences either.