From the article:

"Moving to the Fediverse

This tension between these communities and their host have, again, fueled more interest in the Fediverse as a decentralized refuge. A social network built on an open protocol can afford some host-agnosticism, and allow communities to persist even if individual hosts fail or start to abuse their power. Unfortunately, discussions of Reddit-like fediverse services Lemmy and Kbin on Reddit were colored by paranoia after the company banned users and subreddits related to these projects (reportedly due to “spam”). While these accounts and subreddits have been reinstated, the potential for censorship around such projects has made a Reddit exodus feel more urgently necessary, as we saw last fall when Twitter cracked down on discussions of its Fediverse-alternative, Mastodon."

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    2 years ago

    use their ads-machine on fediverse

    How would that part work?

    Also, if they did join the fediverse, that would significantly reduce user lock-in to their site - which is why they won’t.