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Not sure it was unfortunate. It could have been avoided. There were many of us who spoke out about it being a bad idea at the time the name was sugested because Hive blockchain technoligies already existed.

Market Hive to devs.

Then those that build dApps market their own brand to different users.

It's up to them to figure out how to get normies to seamlessly sign up.

Think you are on to something 👍