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 Nostr is great for private groups. 

As in private property   👉   Keys, Community Relays (and media servers, mints, computation...)
Not as in secrecy   👉  @simplex 
nostr:nevent1qvzqqqqqqypzp22rfmsktmgpk2rtan7zwu00zuzax5maq5dnsu5g3xxvqr2u3pd7qyt8wumn8ghj7mnfv4kzumn0wd68yvfwvdhk6tcpz9mhxue69uhkummnw3ezuamfdejj7qpqnmlgl63nzvdnxtyxxnukwtpdnmd097hgl8dztuzlqk83y5jdq37q3grye2 
 because simplex is a protocol bootstrapped as a platform. Theres one implementation of every component (like platforms) and development has happened and continue to happen in a centralized way, with changes that are not suggested, discussed and implemented by multiple parties. 
Its a protcol bootstrapped as a platform, developed as a platform, optimized as a platform. In the end, Its a platform very well documented. 
We want protocol for decentralized DMs.
A protocol that interoperates with protocols, in particular use nostr keys as identities (not necessarly exposing metadata, but like in giftwrapping for example) 
 > protocol for decentralized DMs
We already have the simplest solution to this: 
1. Signed DM's (NIP-04)
2. Great encryption (NIP-44)
3. Relays

The relay part is often overlooked, but: 
- it keeps both the secrecy maxi (personal inbox-relay over Tor f.e.) and the total newbie (free public relay) interoperable
- it gives agency to npubs to manage their own trade-offs
- it lets them set prices or other conditions for their inbox
- it's incredibly easy for apps to maintain their interoperability

Also, it doesn't pretend to be a tool for secrecy.  
 agree with you in some ways, and I frankly would migrate every chat to nostr based solutions with 0xchat. For me is more importat freedom than an abstract "security", and I'd happily abandon signal today if my chats friends would agree.
But still, its important to have secrecy on nostr and secret/really private chats.
For example, forward secrecy is something someone understimate unless copy paste the wrong key and leak chats from 3 years ago.
We need nip104, normies are not the target in this stage of development in my opinion.
Low-time preference tradeoffs need to be taken today, normie friendly clients that mix nip-44 and nip-104 in a convenient way will come one day. 

Also and most important: in my opinion, every new development propsal and nip shouldnt have the goal of attract normies. Companies and clients should. 
 i'm a normie, your a normie, we're all in this with U         .enjoytheride!   lfg 
 BidetButtsrBetr 
 1. Pasting the wrong key is a stronger argument for proper key management than for ratchets

2. Relays (owned by users, combined with throw away npubs, Tor etc) offer the most options in terms of secrecy. This is the major blindspot in this whole discussion.  

3. Generalizing NIP-104 forces me into a crappy UX design space I can't do anything novel with. It's a centralizing force that makes you end up with a Simplex-like solution anyway. "Simplex but on Relays and with your Keypair" is worse in terms of secrecy and reliance. 

4. I'm not going after normies yet. Normielization is a byproduct of making Nostr absolutely awesome for the early adopters. To me, that awesomeness is found in the vast new design space Keys, Relays and Events offer. Not in the complicated extra protocols we can cram into Nostr. 

5. I'm pointing out that it's worth looking at what the Telegram users (that didn't switch to Simplex) **love** using it for. Hint: it's not the ratchet UX 😉.There's a reason Telegram stepped away from that and why it's the most hated feature of Signal's UX by many. To most of those users, being able to go back in time through pictures and messages is a fantastic feature, as is the friction-less multi-device access, as are finegrained admin options and whole list of other stuff best achieved by, you guessed it, Relays.