But I believe that, in the end of the day, mass adoption can only be done when there is a popular platform. Whether it's closed source like Facebook or Twitter, or open source like Qbix, it needs to be actually used. That's how, for instance, oAuth came to be so widely adopted, and many others.
Here is an overview of what I mean: https://vimeo.com/252105786
Protocols like Scuttlebutt or ActivityPub can be bolted on after the actual infrastructure is there.