Also instances aren't really helpful in this regard either. "Feddit" just sounds like "fake reddit" and it carries that reddit baggage. "Lemmy.world" and "lemmy.ml" has lemmy in the name so you have to explain lemmy which is off-putting. Stuff like Beehaw, Sopuli, etc, do well. I think Beehaw is actually a good example as well as it has it's own personal identity as well as being a federated forum.