This is the second article today that has mentioned Mastodon, and not in a horribly dismissive way. Hmm...

The focus of the article is on Threads' failings, which Instagram chief Adam Mosseri acknowledged. They relied too much on Instagram and missed the mark completely as to what a Twitter alternative needed to be.  

"On Instagram, people are more likely to follow brands, engage with memes, follow celebrities, etc. On Threads, which is more like X, you’re more likely to want to follow professional industry profiles and influencers, or people who post good text-based content, as opposed to cool images and video."

Threads engaged with admins on Mastodon. How the hell did they not understand that an alternative would be based on good content rather than corporate brands? 

https://www.socialmediatoday.com/news/meta-says-threads-engagement-lower-would-like-contines-build-app/694560/