This place was named Hive because they wanted to hide in plain sight.
Search for us, but you'll find something else... nothing to see here.. we're just extracting money from loyal steemians that followed us when we Forked off.
"US" is a select few btw.
You want to think branding is important to those labeled "Us" then the error is in your thinking.
Just look at this:
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I don't think they are doing a very good job of hiding in plain site, considering they have just agreed to spend hundreds of thousands of dollars on a high profile marketing campaign that names Hive in some of the biggest news outlets.
The initiative was voted in by the hive blockchain stakeholders, which to some extent requires support from those involved in the original branding too.