That article is very myopic:
Over the past two years, Qntra authors have gotten paid for their work directly by MPEx investors as advertised. At a later time, if someone wants to buy the whole of Qntra, shareholders will get paid for their shares.
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In essence Steemit users are getting paid by Bitcoin investors via exchanges, similar to Qntra. However these Bitcoin investors interested in STEEM are few and as such there is less than a total of 1,000 BTC worth of bids for STEEM across all exchanges.
If someone holds a large stash of bitcoins, what would compel him to ever buy STEEM? (outside of speculating of course) In the case of Qntra, even before revenue is realized, the company may sell for more than investors paid per share. A STEEM investor never has ownership over any of the content published on Steemit. For them buying STEEM is essentially a gracious donation to content creators.
What he means is that the content is public on the blockchain and is not owned by anyone. Anyone can use that data from the blockchain.
But he fails to understand that the value of a social network is not its content, but its users ongoing use of the site due to their investment in the communities of the site.
The only hope for Steemit is incentivizing professional content creators to contribute. Professional filmmakers, television producers, comic authors, etc., would be the only content rational Bitcoin investors would be willing to purchase. Even in this case due to the mode of monetization, awarding content payouts will always be optional.
A professional television producer creates a pilot with a $10,000 budget. After a great deal of market testing, the producer realizes the show has great potential with his target audiences. One option for distribution is he can release it for free on a service like YouTube and embed it in a Steemit blog post. Here he is at the whim of generosity of STEEM users. It’s risky distributing in this channel as STEEM users are clearly irrational and won’t pay a realistic price for consuming the media. Another option is the producer to sell it to Netflix as an exclusive for $1mn up front and a possible royalty deal after a certain number of episodes aired. The latter option for the producer will likely prevent him from posting the content on Steemit.
It seems it would be very difficult for Steemit to incentivize professional content creators directly.
He fails to understand that indie content can be a lot more interesting and precisely targeted to smaller audiences (coteries) than Hollywood content.
And indie artists do give away free promos on their work in order to upsell other work or paraphernalia.
Indie artists often jam with their fans so they are in tune with what to create. Also they iterate in smaller morsels, and get feedback along the way.
Putting some content on the blockchain, doesn't mean creators have to put all their content on the blockchain.