99% of social media users don't care about any of this. If it's one extra step or configuration they need to learn, or includes a word like "protocol" that they need to understand, they won't use it.
That’s also why it frames the benefits in the concrete way that shows up in the products — like products being able to riff on each other’s data.
My audience for this article is slightly technical so I put some focus on the technical parts. I don’t try to avoid mentioning the “protocol” for the same reason why teaching to make websites involves mentioning HTTP.
I 100% agree with you though and that’s important for broader communication. What people care about are good products.