That’s the problem with networks that aren’t creepily effective at growing the network asking with its density: only the most diehard fans show up and stick around, so they never have a chance of replacing a generalist network like Facebook, which relentlessly uses a million psychological tricks to appeal to each person individually.

Trust me, I worked on Google+.

Before Mastodon there was app.net, Diaspora, and 100s of others that promised marginally compelling and more humane approaches to social networking. They were like roll-your-own cigarettes without the nicotine: freedom enhancing but less convenient and less satisfying to consume.