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Same thing applies to Email, XMPP, Matrix, SIP, ActivityPub servers... nothing special about bluesky.

What is special about bluesky is that you don't have to host the service yourself (or pay a third party) for it to work.

Someone, somehow is paying for bluesky's servers and data. TANSTAAFL.

Google was running my email server with custom domain for years, free of charge. I think that it is still grandfathered in for those that signed for Google Apps early on. IT doesn't mean that the "email is free".

But can you host it ? (Can't find much on federation).

I use fastmail and a custom domain for my email. If I'm unhappy with the service I can migrate or host it.

If you can't leave having your own domain is not much help.

Note: I believe webfinger are supported by Mastodon too, so not so special of a feature.

And then some guy took the AWS S3 domain: https://chaos.social/@jonty/110307532009155432

That's just mildly exploiting the fact that social engineering on DNS infra is not yet popular. Once everyone starts doing that, the black hats just move onto the DNS platform and we will all be worse off.