It's interesting, @achim03 even said something very important in the comment that people sometimes forget, all of us who post on hive have a "digital business"
!BBH
!PIZZA
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As soon as a financial reward enters the picture, we have a kind of business here on hive. It's up to us to consider it as such and it doesn't mean that a business can't be fun or enjoyable. In a way we all think about how we can write better posts, get more interaction and more rewards. This is nothing other that trying to improve our business :-)