It's missing people because 98% of people can't get past the 'pick an instance' stage, when it's not at all obvious why you should pick any given instance or what the repercussions will be.

Imagine if you had to pick a particular node to access Facebook, or select a particular data center before you started shopping on Amazon. Consumers just want to find people and exchange a mix of public and private messages, they do not want to be bothered with the dogma of federation.