When I wrote the "Bluesky is a scam" piece the entire criticism I remember from the Bluesky enthusiasts was that "no one cared about it being a protocol or decentralized in any way", and that's kind of what you're saying here too.

But my question is: if no one cares, why do they keep saying it again and again over and over? 

 Cognitive dissonance 

 My guess is that people don't really, truly understand decentralization. They see Bluesky as an alternative to Twitter and an alternative to Elon. They could care less about decentralization. 

 Exactly what i see as well. This is why I focus on “own your socials” instead, when talking to others about nostr. 
https://nostrfiles.dev/uploads/J1z9nITgIEtTRuqD1GcT.jpeg