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To me not taking beneficiaries and minimalism are the two main selling points of Steemit.com for me. Even 10% beneficiaries would only mean a small portion of the reward pool as @akomoajong mentioned. But I do agree with the UI competition thing. Most people just use Steemit because they are just used to it like how people use Google for their searches.

I think it is hard to conpete with steem ui because what is the business model. If you can have some of the rewards then there is a model.

So i think this could create income for steemit and strengthen the ecosystem by creating better UIs