My opinion is simple: FEAR!
Facebook and Google are currently on top of what they do, and I think they are afraid that this Blockchain technology will top them.
STEEM already started doing that with Facebook, and there is only a matter of time before someone founds a search engine that users can get tokens for searching.
We are slowly starting to get paid for everything we do online, even VICE Industry will do it for watching pornography - https://vicetoken.com/.
Sorry I don't write much. I didn't even introduce myself yet. I just wanted to share my opinion and I'd like to read yours and what you think about mine.