They don't until they do. I know that sounds very weak, but we've seen it happen over and over with tech adoption. Granted, it's usually via network effects which are uniquely powerful with centralized services (first it was college kids on facebook, then their friends started to join, then their parents wanted to see their kids' updates, etc. etc.) but I'm optimistic that we don't actually need "social network effects" as much as we think if the alternatives can provide unique benefits that the legacy systems can't offer.

"whoa, how did you just send the landlord the rent payment in an instant without paying a credit card fee?" "oh, it's this p2p rent-sharing app - if you join it with us you don't have to write paper checks anymore, be late, or pay fees".

"whoa, how are you posting images without paying for google drive for uploads or having your content filtered by ai-spam bots?" "I use this self-hosted fileserver. here's a link - send this one-time payment and you'll have a liftime of sovereign hosting instantly"

Dumb examples that just came to mind, but hopefully you see my point.

The previous instantiation of networked society - Web 2.0 - relied on network effects because 1. nobody knew better. 2. the concept of "connecting" was novel enough to be compelling on its own. We're outgrowing that; people will start to desire more durable, more human-scale, more sovereign digital societal tools. It's our job to make sure the products are at hand, easy to use, and actually solve problems in ways the legacy world simply cannot offer. As much as tribalism sucks, it's also the narrow edge of the wedge here: when political minorities from any end of the spectrum realize their best chance at survival is to operate outside the mainstream, they reach for things like this. Ditto that for any other flavor of minorty.

I think this will only get easier the worse clown world gets. The more malignent states become, the easier the job of offering non-state/non-majority/non-network-effected solutions. Gotta make sure not to miss the opportuity to keep real soverignty on the menu.