What people want is, I believe, the following things:
Privacy: data protection, metadata protection, and IP privacy.
Censorship Resistance: decentralization purports to assist in this goal, but I don't think "decentralization" is the goal.. the goal is censorship resistance.
Control and Independence: people don't want to be locked-in to one provider that could in the future disappoint them.
The following hot ideas are not so hot in my book:
federation - if you are still locked in, this just changes the scale of centralized lock-in.
blockchain - an ugly solution to a problem that nobody has.
p2p - an artificial binding of clients to servers (I will explain in a sister thread).