What it comes down to, for me, is the question of trust. If there are 30 messaging applications, I will use the one that somebody I trust uses or recommends. Otherwise, I would have to spend a lot of time searching through the options ("collateral damage", as mentioned before).

Managing trust on a large scale (or in terms of the big app-stores, ultimate scale) is very hard because people are very different in their needs and in which providers they would trust in the first place.

Funnily enough, even if you decentralize this process as I'm trying to do, you might end up serving all clients with 90% of the same product. But those 10% make all the difference in the world.

In a sense, what I'm trying to do is to make that dynamic of relationships and trust the main focus of how the network is built. It is a marketplace of marketplaces that rise or fall depending on how much value they provide and how much trust users put into them.