I might be wrong, buy I think a good majority probably comment primarily with a "reward incentive" in mind.
While some have come into Hive because someone brought them in, and some others because they heard you could "make money on Hive", I think a minority really get to the point where they're just having fun.
It becomes a chore to engage with the community at large when one can't see beyond the systems of reward.
I feel if one can remove that veil of desperation, it becomes super easy to settle into Hive whilst learning how it works.
I myself still have A LOT to learn about Hive and how the system works.