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... God it's like telling people how to get started with Mastodon or Web3.

It's platform suicide. A certain fraction of users will be shut out of their accounts each year, you can plot a line and find that the platform dies out in a certain number of years.

If you believe in competition though it's a good thing because it sets a definite timeline for a "World after Google".

Alternately it would be a good science fiction plot for Alphabet and Meta researchers in 2050 both racing to develop a time machine to go back and assassinate their leadership circa 2020 before their last user disconnects.