I think my answer would be:

1. the increasing enshittification of the current internet causes individuals and communities to seek out still-less-enshittified alternatives, and preferably alternatives that are less like to do so in the future. ("Use mastodon: no ads!")

2. the growing unease with use of collected personal data for manipulation by the big platforms causes users to seek out places that don't do that. ("Use mastodon: no algorithms!)

3. some organizations are beginning ...