From the White Paper:

The third principle is that the community produces products to serve its members. This principle is exemplified by credit unions, food co-ops, and health sharing plans, which serve the members of their community rather than sell products or services to people outside the community.

In co-ops, which SteemIt is modeled after, the investors are the users/consumers. As it stands, SteemIt is more corporate than cooperative in this regard.