Bluesky Will Never Be the Cozy Web

Bluesky is having a moment where all the users are new, the content is shitpost-y, and it all feels very lively. They’re also getting their first taste of unsavory people joining, ruining the collective bubble.

The cozy web is incompatible with large-scale social networks because the cozy web needs to be small and social networks need to be large. As a result, there are no controls that could be put in place to simultaneously build a large public social network and make it free from bad people.

It’s unfortunate because Bluesky is (currently) really fun and whimsical, but I can’t help feeling we’re watching another social network speed run through everything learned about social media and content moderation over the last decade.