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 ...

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... to recognize that an open social network allows them to innovate in ways that they never could in a closed network, potentially leading to new business opportunities.