Although Bluesky is tiny, they are the biggest and most stable proponent of letting users control their feed. Even if they don't grow big, being half the size of a toxic social media platform is a damn good business model. Somebody can win with that, and I hope a diverse group of startups try.

The question really is how to keep it in (or, at least, near) that sweet spot.

People would love to go back to something like Facebook circa 2012 or the Twitter (or even Reddit) of maybe a couple of years later. But if you were to somehow manage to do that, how would you prevent them from turning into what they ended up becoming in the past decade?

It seems to me that federation might have given us at least part of the answer, but only if there was some concrete reason to limit posts by default to being "local" (ie. unfederated) rather than global. Think of how FidoNet echoes tended to be limited to a specific net or region, or how IRC networks would inevitably split once they reached something like 100k users.

Google+'s circles might have evolved into something like that, but ATproto seems to prioritise the "big world" rather than "small world" view. I guess commercial considerations make that inevitable but, personally, I think it's a pity that there's not some sort of technical limitation that would force a smaller horizon.