I was thinking the same thing, why would you vote for something that lacks substance. I thought steemit is for quality content, not funny little memes that you can get on 9gag. Maybe the upvote button is not designed well. We are used to like, upvote, things that are funny, but we don't put much value in it, not like in a good thought provoking article.
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I would say that the vote function is aptly named. You are casting a vote for that content to be promoted to the community. I think it is probably confused by many with the more simplistic "like" function of facebook.