e.g. Mastodon has been around for years, is actually really federated, not owned by a corporation, and a lot more features than BlueSky… but bluesky already has more users and i think largely because: marketing… how are people going to talk about “Mastodon” when they’ve probably never even heard the word before? (also named after a cool band, but not suitable for the masses).

Also fewer syllables, which apparently has a noticeable impact.