Interesting questions!
I only know of a few people in Sweden who are on Hive, there are probably some more that I have never heard of. I don't think they are offering any products or services I'm interested in buying, and probably the same goes in reverse. But, IF there was a restaurant I could go eat and pay with Hive, I'd go there more often than to another place, even if the food wasn't quite as good. Because Hive. IF I could rent a car for a weekend using Hive, I'd pay a tiny bit more, because it's Hive. And so on.