Matrix 2.0 is a major step towards getting friends & family on Matrix.
Firstly, it's not introducing new features - it's just making the current featureset work super-efficiently (while retaining compatibility with today's Matrix). So there should be no fragmentation between Element/Fluffychat/Thunderbird, with the possible exception of the new scalable encrypted VoIP conferencing (but then very few Matrix clients implemented the old VoIP conferencing, plus you can always just embed an Element Call instance to get at it now - as Element X does today).
Secondly, we're explicitly working to protect Matrix from the commercial interests from Element (the company set up by the team who created Matrix, of which I'm ceo/cto as well as Matrix project lead). We already have The Matrix.org Foundation (https://matrix.org/foundation) as an independent non-profit to hold the Matrix IP and maintain its neutrality - but we also just hired Josh Simmons (former President of the OSI) as its independent Managing Director (https://matrix.org/blog/2023/09/introducing-josh-simmons-man...).
So: going forwards, the Foundation increasingly does not have to depend on Element not being evil, but instead has its own independent management to ensure the protocol exists to support everyone in the ecosystem, without fragmentation, as per the guiding principles at https://matrix.org/foundation - under its own autonomy.
I'd say this is is good news for libre software privacy & security type people, but then again I'm biased. Practically, the only thing getting in the way of getting friends & family on Matrix is that Element X requires fancy OIDC-native homeservers for registration, so newbies won't be able to use Element X to join Matrix yet. But the app itself should be an excellent way to get folks on board in the very near future.