Imagine having to pay every time you post to Facebook or watch a YouTube video...

This is an aspect of blockchain that deserves more coverage and research: Will users flock to a technology that demands a payment for every action? Will a sufficient number of consumers be willing to trade money for data privacy/security? 

Of course, other models exist where applications pay users for their data or attention, but whether consumers will embrace blockchain's transactional nature is currently one of the great unknowns in this space. Attendees at the recent Blockchain Expo Global mentioned technology uncertainty (not wanting to pick a "Betamax" solution), but the choice of business model ultimately may be more important to a blockchain initiative's success than the technology on which a company chooses to build.