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Bluesky Says It Won’t Screw Things Up


The not-a-Twitter-clone is exploding, and its CEO promises to not repeat old social-media mistakes. Her strategy? Massively empower users to decide how the service works.

Once Donald Trump won the election, suddenly a lot of people decided that they should hang out on a network that didn’t boost the posts of the president-elect’s billionaire buddy and other gloating triumphalists. At least that’s my experience—my own feed is weirdly populated with posts about strange personal encounters that lure me in to click on the follow-ups and leave me feeling like I’ve frittered my time away. That’s not surprising because it was his 2019 paper— “Protocols, Not Platforms: A Technological Approach to Free Speech” —that led then-Twitter CEO Jack Dorsey to start Bluesky as an internal project.

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