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A very good question @transisto, and yes - primarily the name and financing. The Park project is being (in part) financed through Steemit Inc. with the rest coming from post-rewards and donations. We secured 10,000 USD that will be used towards opening events, meetups and most of all the promotional film. You can read more about it here.

https://steemit.com/steemit/@steemitblog/announcing-steemit-s-first-official-crowdsourced-marketing-project

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