Bluesky is far more user friendly and that’s why the people are going there. I get it, y’all love federation and ActivityPub, but no one wants to pick an instance, much less read a manifesto on decentralized social media. (Frankly, Lemmy has much of the same issues.)
I have had a Mastodon account since Elmo Muskrat bought Twitter, but it’s practically useless as few outside some specific IT-oriented users are on it. I got Bluesky, and it’s been way better as it attracts a larger variety of people.
I have yet to see any marketing for Bluesky. The fediverse still takes effort, even if it isn’t necessarily complicated.