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While AT Protocol is sort of federated in a sense, no one really runs aggregators (which serves half of the role an instance does in ActivityPub) besides BlueSky themselves, so they can still control it if they wanted to.

Also, "normal" for profit companies can also pretend to want to bring good to the world. It's misinformation because public benefit companies are allowed to collect a profit (post says non profit).

I still believe BlueSky is world's better than Twitter! But it's important to be honest about it.