I think users do care about things like being able to use different apps with the same messaging service; non-techie friends of mine complain all the time about how some service X has a great mobile app but a bad web app and how service Y is the exact opposite. The problem with XMPP was it never really seemed to spawn the cool apps that would get the attention of non-techies (for whatever reason, but the fact you couldn't talk it natively from the browser can't have helped).
(Then again, I'm not exactly unbiased given I work for http://matrix.org)