Why does it need to compete with tech giants for people to be enthusiastic about it?
Having an organic community is good for longevity if not massive short term adoption.
I want to interact with experts in subjects I'm interested in, the occasional media figure, and some brands. Sadly brands are lacking, but I get enough of the rest on Mastodon to keep me happy.
It's a shame Patrick Rothfuss isn't on Mastodon, but John Scalzi is, so that's cool.