Took me a while to understand what was about. It's a community of people that don't want to rely on a centralized service like Facebook/Google to store their data and content. There are issues with trusting a company with all your stuff. They could censor you or shut you down, but more realistically and likely - they could shut down or change their format, like Google did with Panoramio. Its all the companies, big and small. They change, shut down, or sell out and then the parent company shuts them down (integrates their tech, data, and staff). So then what happens to the many hours of effort you put in curating the content, to your personal or business content? It is either gone or becomes useless. That is a risk with the internet. The open web movement tries to fix that.