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A challenge for rivers is there is a huge range of what navigable can mean. At one end you have rivers large enough for ocean going ships to go up; on the other you have rivers only passable by canoe with frequent portages. Carrying goods by canoe (or other relatively small river boat) still provides an advantage over carrying it over an unimproved track, especially through rough or forested terrain.
 
A location should belong to a certain market due to a combination of proximity and market attraction, of which proximity should impact market access. Rivers need to boost the proximity factor a lot more. At the moment, this is achieved by always having 100% maritime presence along MAJOR rivers.
I totally agree. it's so realistic and makes a lot of sense. Rivers were literally the highways of the past, and the idea that they should have more influence on market access just feels right. It just feels like a better reflection of how things actually worked, with rivers shaping economies and cities.
 
Maritime presence in your own and a foreign markets should indeed increase your merchant power in those markets. However, low maritime presence in your own locations should only be detrimental during wartime or trade conflicts. In peacetime, it should be beneficial that foreign markets visit your locations for trade.
It adds a nice balance—you're not totally crippled just because you’re lacking a huge navy, but you still need to protect your coastline in times of tension.