Mastodon is just more or less showing you what you wanted. And it is not addictive this way. It can't fuel mass viral trends and conversations. It has none of the twitter dynamics. I'm not saying that's bad, but I think it means it will never be mass market popular. It's like email vs tiktok, email can't compete with tiktok's sweet features.
How can it? Don't you have to join individual servers? If so it is by design that you can't observe or interact with anything outside of your little bubble.
They got their original user base without any of this. And then used that foundation as the basis for a giant advertising machine by rolling out "the algorithm."
I think it's possible to get quite large by just offering a decent reinvented "BBS" service. It's just likely not possible... to make money.
Having worked in ad-tech some years ago, it's just... the temptation is too strong. Your whole business becomes "enhancing engagement" and all sorts of sophistry gets involved in presenting a Zuckerberg-like case about how this is "improving the world" by "making things better for users" and "connecting people" [with products or other people or whatever]. The firehose seems infinite, and it lets you grow grow grow.
Even Apple, which resisted this for years and kept itself as a "consumer products" and "media" company has now fallen prey to this and is trying to divert some part of the ad-revenue stream to itself.
Once you do that, it's paperclips paperclips paperclips
But you get the Notches and Zuckerbergs who strike gold once then utterly fail on every subsequent attempt at striking gold again.
Dorsey has struck gold twice, of course. Block (formerly Square) has done quite well. Twitter has floundered in various ways, but it's still be a huge success in other ways.
I feel like there's got to be a great deal going on at Twitter that never makes the public news. Some sort of giant behind the scenes power struggle. Maybe one day we'll get the full story.
The problem isn't that Twitter is a company, the problem is that they went public. Any promise or good will intention a corporation has ever had is null and void the day they sell the company or go public. I'm sure Dorsey will cry into piles of money over it.
Pointing the finger at others is definitely not the way to go though.