Supporting someone who is not TooBigTech is a valid concern, IMO.

The selling point for me is that it is NOT TooBigTech. It doesn't have to be as good as TooBigTech, but it has to be reliable enough. In my case it means that it should be able to sync from iOS/Android, in the background, even if the user never opens the app, and it should never get out of sync and require setting up everything again. Nextcloud fails at that.