Why build a web3 social app?

Web3 social apps have grown slowly and remain mostly within crypto enthusiast circles, and the author argues they will take off eventually, "when" rather than "if." The article cites high switching costs, the need for network effects, and a harder setup for users, such as installing a browser extension and storing a seed phrase. It names persistent problems in decentralized social media, including spam, speculation, abuse moderation, privacy, and monetization. It presents Lens and Farcaster, plus ZK-based projects like Rarimo, as examples of the approaches being tried.