Social media is bound by convention. Naming conventions ultimately rely upon centralized actors with full control over a system.
> Email became Gmail, usenet became reddit, blog replies became facebook and Medium, pingbacks became twitter, squid became Cloudflare, even gnutella became The Pirate Bay. source 
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The federation is held together by consistent use of structured names within name spaces. Here we explain its upper reaches: domains, pages, items and the plugins that interpret them. See also Abstraction of Method