To me this is still a social experiment where putting "money" into human behavior . Some things like sharing an opinion or liking a content or picture are priceless, there is no " money value" you can put to this. The argument that platforms like facebook makes people create and share content and that generates a value and benefit of it in the form of advertisement dollars goes to the company and users is a valid one but at the same time, it takes care of the basic human emotions. I think FB won partly because of that. This is a huge challenge , steem or any social media based on block chain is in very early stages.
The likely hood of some other company other than steem figuring this out and winning the market is high. Most cases early movers have a disadvantage...