https://arstechnica.com/tech-policy/2023/05/mastodon-fixes-confusing-sign-up-process-to-attract-users-fleeing-twitter/

Since late 2022, Mastodon has increasingly become a popular alternative to Twitter for millions of users. This is partly because its CEO and founder, Eugen Rochko, has emphasized that the decentralized social network—which operates as a nonprofit—will never be bought by a chaotic billionaire.

However, some would-be Mastodon users fleeing Twitter apparently never made it through Mastodon's slightly more complicated sign-up process. Some of them quickly abandoned Mastodon after creating an account, becoming instantly confused when they were asked to find a server to join. Because of this unfamiliar extra step that's not required to join most mainstream social networks, it seemed like Mastodon was missing out on a major opportunity to attract and retain Twitter users. These stakes likely only got higher after top Twitter influencers started joining another Twitter rival called Bluesky.