it's like 95% probably the latter, building a community, even a sub 1 million one, and a brand isn't an overnight event, and if freedom is dan Steem holding has anything to say, he still owns millions of Steem....and why hasn't he cashed out for the last 12 months if the plan wasn't to integrate, the real mind blower is this:

SMT will be a token....running on a token......running on another token!