I believe there was a group that dismissed it without learning about it because of the branding. After the change, some of them looked into how it actually worked (whereas the early adopters that came because of the branding either continued using it or drifted away from Hive entirely).

One of these days I need to come up with a cohort analysis approach to compare retention for accounts using Hive SBI versus accounts with similar characteristics that are not using it. About 25% of HSBI members are active on Hive, which I think is good, but it's kind of meaningless without valid comparable data.