Some use cases like business chat actually can't have E2EE, and that'd probably be Jabber's foot in the door because no other open solution has taken off in business, and businesses don't need so much network effect. This was a main Jabber use case back in the day too.
Make decent official Jabber clients, called Jabber and not something else like a bird, and server that implements the right spec with default settings. Now is the time, you can AI slopcode entire native apps if you want to. If someone really want to put extensions on a server, it's called XMPP and isn't compatible with Jabber; the X stands for excommunicated.