I actually come at this from an open standards pov and believe in the power of interoperable systems on a shared network. I built a startup in the early 90s called Paper which launched a 3D plugin for Netscape called WebFX built on an open standard called VRML that held the promise to create a 3D web. Paper was acquired by Netscape and then I worked on a bunch of open standards like XML, HTML 4, RSS, etc. Then I started a new company called Tellme which was the forerunner to Siri and Alexa built on VoiceXML, an open standard that held the promise to create a voice web. As cool as that work was, an open voice web or open 3d web never happened. These days at Flipboard I'm focused on ActivityPub and I see an incredible amount of diversity and decentralized innovation happening here in such a way that the open social web could very well happen. And that would be good for everyone. But I've fought these battles before and lost enough to know that this is not a sure thing. There are many twists and turns along the way and I am hoping to do my part to navigate those in way which is a win for good acting members of society, non-profits and businesses.
re: Mastodon I see it as the largest use case of the social web today. But there are many others as you well know. We just stood up a peertube instance today for example and I love my pixelfed account. I have been following kbin and Lemmy with lots of interest though reluctant to sign up and engage mostly cause I am worried about spreading myself too thin across all these amazing activitypub services.
re: your broader point. I agree that most people have no appreciation for the fediverse beyond mastodon. And people get confused when they think of Mastodon in terms grounded in the centralized model used for how social media mostly works today. It reminds me of how people thought AOL was the best way to be online and that the internet was super confusing and just for scientists.
There will be a lot of education and evangelism and, more importantly, new apps and use cases that will be needed to make this vision of an open social web actually happen. I'm just happy to be doing my part to help.