A "Diaspora" -- breaking up a monolithic gathering and scattering the people into lots of little enclaves here, there and everywhere -- is a pretty apt descript

A "Diaspora" -- breaking up a monolithic gathering and scattering the people into lots of little enclaves here, there and everywhere -- is a pretty apt description of what they want to accomplish. Also, the allusion is more recognizable in the niche of early adopters they need to court for traction. That's a signal that they'll be less mass-market (connotations: more hip, less tacky) than FB has become recently.