How does this differ from how Diaspora works?
My personal opinion behind the indieweb is here, in case it makes more sense like this: https://petermolnar.eu/journal/indieweb-decentralize-web-cen...
I think the coolest bit is that each of the pieces is so simple that a coder can get up and running from scratch in an afternoon. That's very different to a lot of the federated social web technologies to date.