I love and use XMPP along with other protocols and apps. 

However, there are some other factors to consider when promoting adoption to normies... because it is really difficult to make them switch to any other communication apps other than the ones they've gotten used to so we may only get one chance to succeed:

- Is one-to-one communication e2ee by default without any complicated setup?
- Are text messages and audio+video calls available?
- Is there at least one feature-complete app available on all 5 major platforms?

I have not found any #XMPP client available that meets just these 3 criterea even though XMPP has been around for much longer than #Matrix. 

On the other hand, I can very easily get any normie, even kids, to switch to Matrix by just installing one app regardless of their OS and they can start texting and calling right away!