It's something I want to get @ned to answer at SteemFest, if they are not thinking along these lines then I don't see how we can ever expect Steem to be long term viable. It can't be run on whale investor benefits alone, and even if it could it would not be desirable. Ordinary users need to want Steem Power or the whole thing is a sham.
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Gamification is a way to improve UX. UX is one of the missing components.