I bet @starkerz can tell you more about why it is 30%. But my guess is because once you get upvoted you recieve HP + HBD (70%) but also you get Satoshis and I think these Satoshis that you get has something to do with that 30%.
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Oh, so instead of 50%Hive and 50%HBD you get less in HP and HBD and 30% in Satoshis (via the @btc4content account), keeping the total rewards net same?
If that´s the case then it is like a "liquifier" that drains some of the author rewards in BTC. In any case an interesting approach. But why was this not mentioned anywhere?
That is exactly how I see it, but let's wait on @Starkerz reply :)