Or maybe, maybe, join the fediverse instead of yet another corporate media.
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Or they could use ActivityPub
have you read about why they didn't?
Whatever reason they don't isn't a very good one when there's already excuses being made around AT proto not being scalable beyond a single app.
ActivityPub works today and we are using it right now. There's basically no incentive to make a new protocol if you aren't willing to support more than 1 platform that uses it.
I'm not even a bluesky hater, but you have to question why they're choosing to reinvent the wheel other than disliking the lack of agency that comes with making a (essentially) proprietary protocol. You have to wonder if they ever truly plan to federated at all or if it's all just lip-service.
but you have to question why they’re choosing to reinvent the wheel
you don't have to wonder why if you take the time to read about why; see the links in my other comments in this thread if you're curious.
Does the why matter when the end result is another recreation of an xkcd comic?
In my opinion, yes, the why does in fact matter. This blog post i've linked in other comments in this thread is by one of the authors of the ActivityPub spec. If you care enough to comment about it i recommend reading her analysis of what AT Proto gets right and wrong in comparison with ActivityPub.