As far as I can tell the moms on the site know next to nothing about any of the blockchain and incentive stuff you call groupthink. That is certainly true of the ones I know personally. They just think it is a cool idea and fun. Whether it holds attention longer term I don't know.
What is a cool idea? What specifically do they think is cool about blogging on Steemit that they couldn't do any where else before?
Edit: I am doing a search on 'mom' (and 'mother') and I am only finding young blocknerd females who happen to be mothers.