tbh i don't think bsky got more users/"won" for any technical reasons (ATProto vs ActivityPub)

but just because it's marketed as twitter and has a centralized server, it is familiar for twitter-folk

and if we want to keep fedi decentralized, i don't think changing the underlying protocol does anything for getting new users

any platform where you have to "pick a home server" will have the issues with attracting non-techy users that fedi has