While it's easy to point out at moral level that nothing is guaranteed that if this sort of project gets big it cannot just run off with investor money to go of

While it's easy to point out at moral level that nothing is guaranteed that if this sort of project gets big it cannot just run off with investor money to go off on Zuckerberg hijinks which has no good reason to even exist at this point -- the notion that it is "too difficult" to implement federated social networking is not going to sway me away from my advocacy of it. The most important identity system in the world -- the one that even the biggest websites in the world want you to identify yourself with is definitely your email. The protocols underlying your email are my vision for social networking: A common format that accurately sends a message to feature-complete implementations. There's really not any reason we can't have your federated social media be your email replacement barring that the W3C standard doesn't call for any sort of secure mailbox (Mastodon doesn't have REAL "private messages") but it's still a damn good solution to the problem of trying to work in the social media space: you need users. What if the users are already there? Perhaps as the APub standard and implementations grow we can see them become standardized to the sort of SSO that we are used to when we "connect with Facebook/Twitter" but another closed-loop timeline-based for-profit social media won't ever have my attention because there's not a market. Unless it's Vine.