this post was submitted on 23 Jun 2023
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I'm not sure the distinction would make enough of a difference, and focusing only on XMPP might be doing yourself a disservice. There was nothing social about Office, but the OP points out how the same strategy worked there as well. Users, overall, tend to go where the other users are. Some people left Digg for Reddit because they were unhappy with Digg, but the vast majority simply followed because it was where the users (therefore activity) went. Reddit wasn't even the best of the many options at that time; what was important was the inflow of users. Once that kicks off, others tend to flock like moths to flame.
As you point out, Reddit was not where you interacted socially, yet it became where you congregated because that was where everyone else was and therefore where the easiest access to content and engagement was. If a Meta product becomes the most popular way to consume ActivityPub content, and therefore becomes the primary Source for that content, independent servers will become barren with just a Meta Thanos-snap of disconnecting their API. They only need to implement Meta-only features that ActivityPub can't interact or compete with, and the largest portion of users will be drawn away from public servers to the "better" experience with more direct activity. (And that's without mentioning their ability to craft better messaging, build an easier on-boarding experience, and put their significant coffers to work on marketing.)
Sure, there will still be ActivityPub platforms in the aftermath. Openoffice/Libreoffice still exists, XMPP clients and servers still exist, there are still plenty of forums and even BBS systems. But, there is a reason why none of those things are the overwhelmingly "popular" option, and the strategy they will employ to make sure that happens is the focus of the article, not so much XMPP.
So just speaking from my personal experience, XMPP was absolutely useless for me, whereas OpenOffice wasn't. Microsoft did succeed in preventing OO from eating significantly into its market share, but OO continued to exist and be useful. It eventually caught up on the ability to read and write MS Office XML files, and in the meantime I only had a few occasions where I had to tell people "I can't read docx, send it to me as doc or rtf". To be fair though, I'm not a super heavy user of Office software.
In contrast, XMPP was basically nothing without Google. I couldn't use it before Google federated, and I couldn't use it after Google defederated. ¯\(ツ)/¯
Kbin/lemmy/mastodon are in a far better bargaining position than XMPP was, and in a better position than OO as well. They're perfectly usable without being connected to corporate platforms, and they don't need to market to corporate customers either. To be clear, I'm not saying that they should or shouldn't block the corporate platforms. I think it's actually probably best if some of them do and some of them don't.
The bit with office is when you operating as a business you want ease of compatibility when communicating with other businesses and it is easy to write the cost of the software up as just the cost of doing business. Otherwise you just risk frustrating other parties.
Office might not be a social site, but most people still use .doc files, which insinuates either the use of or compatibility with, Office.