having them understand what a “federated platform” is, is too much to ask
Email is the usual analogy.
trying to find a Mastodon instance to make an account on was irritating.
Your average person will just land on mastodon.social without bothering to read the TOS... i mean rules, you know that.
And you missed a real key argument: network effect. If average person's friends are on platform XYZ, that's where average person will be (although this is stronger with messengers).
Can't find'em in https://ground.news/ either...