I think the main problem is that every interaction with the Steem blockchain is seen as an investment. Rewards are available here, and so everyone is chasing rewards at all times. On other social media, you don't get rewarded, so it's seen as 'free-time' but because here you can get rewarded, it's seen as 'work'.

I think the required mental shift in the community is that we're here because we enjoy it, and any rewards are a special amazing bonus. It's highly unlikely that any company is going to pay us to play games, or make comments, or write non-advertisement posts... so what we're doing here isn't an investment in our time or finances... we've found a way to create value out of nothing... which really, is an incredible gift.