I guess it looks promising.

What benefit does LBRY's social aspect have over Steem though?

Their browser/wallet combo feels a bit similar to what Brave/BAT is doing.

To support your claim, I did read an article earlier this year that seemed like some pretty good PR for LBRY.

http://www.dailycal.org/2017/03/21/lbry-public-sharing-platform-uploads-20000-deleted-uc-berkeley-lectures/