It reminds me of what Google tried to do initially with Google+. They copied Diaspora’s concept of aspects, calling them “circles”. Over time, though, using the circles became more and more janky until they removed them entirely. Then, of course, Google+ got shuttered completely over security issues.

Likewise, “federation” and “decentralization” are the new hotness in social networks, so here’s a big corporation looking to cash in on that. Of course, real decentralization would take too much power away from the corporation, so they have to half-ass it somehow.