Great post @markhodge!
What fascinates me in this social media related marketing business is that people willingly comment on and upvote ("like") stuff on platforms like FB and Twitter. And then shy away from doing exactly the same thing here on Hive and ListNerds even though they'd get paid for it.
Go figure!
I believe that it's nothing more than habit cultivated by the social media giants.
Many people have been conned into vicariously living their life through FB in particular and twitter is very tribal. It's a slow process, but change will happen.