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Meta (owner of Facebook, Instagram & WhatsApp) is joining the fediverse very soon and have to seriously prepare. This isn't a theoretical scenario anymore.
"One of Meta’s top executives showed employees a preview of the company’s upcoming Twitter competitor during a companywide meeting today" via https://www.theverge.com/2023/6/8/23754304/instagram-meta-twitter-competitor-threads-activitypub
The photo shows what seems to be a fake conversation with @tonyg with the full @mastodon.social handle visible in two places.
A big issue - Google suddenly does something / requires something that breaks things from the norm, and it isn't Google that has to deal with the flood of 'why is it broken??? I didnt change anything!! I pay you money - FIX IT emails' because they dont provide immediate or any support. See also microsoft et al