> Recall years back when "the facebook" was the new kid on the block...and folks were asking something along the lines of "why would i want to join this thing called facebook if my friends/family are all on friendster/whatever-social-network-was-popular-back-then/etc.?"

And how did Facebook actually solve the chicken-egg problem you just referenced?

I'd love to get some citations for any of the federated social networking platforms-- Diaspora, Gnu Social, Mediagoblin, Mastodon, etc.-- that link to a carefully considered and workable plan for mass adoption that any of them carried out at any point in their history. For reference you can look at the Wikipedia entry for Facebook (hint: it involves universities and enormous amounts of money).

edit: remove redundant word