I understand what you are saying but this is centralised thinking. Its the sort of considerations a company CEO might have about its brand.
Hive is not a single actress, or a single brand, it is a back-end database for a broad and diverse set of humans who form all sorts of communities.
When Hive achieves mass adoption the vast majority of joiners won't even know they are joining Hive.
They will be joining LeoFinance or Splinterlands or StemGeeks or one of the numerous communities that attracts them.
In any case, at this stage of Hive's development any publicity is good publicity.