'Federated' is not even a feature.

'Privacy' itself is barely a feature - people do care, but it's rarely #1 on their list.

Techies viewing this from the more strategic, systems perspective have to get into the headspace of individuals to see it from a 'user centric' perspective - because the answer to many of the questions lie there.

For starters, very few people care that Facebook for example is 'centralized' - they care about the material value offered to them 'right now' which is to say, access to their friends, posts, information etc.. Everything is is a distant second. Issues that do not directly affect their experience an even more distant third.

I remember attending a talk where the conclusion was that you should never market a product as "green" or "eco-friendly". The reason being that if that's your value proposition then you are now limiting your product to people who care about "green" and "eco-friendly". It's better to market a product that is really good but happens to be eco-friendly.

The same seems to be pretty much true of "federation".