@chartier I think they want that corporate sheen. Threads will make deals with all the big corporations so that they can broadcast their messaging and people will like that.
Plus it will seem easy because Meta already has enough data about most who sign up to feed them the crap they want to see.
Still from what I can see it is just another sinkhole trap and companies who use it for public Comms will be stuck again, at the mercy of an actor outside their control.