IIRC, G+ was a defensive maneuver. G was terrified of FB, who was executing successfully on many fronts and putting pressure on advertising revenues. And so G tried to make G+ happen.

By contrast, in this case, Twitter keeps shooting itself in the foot. (I guess that's what happens when you lay off huge swaths of the company and demand that engineers print out their code on paper.) So Threads (and others) are moving into the vacuum that's been created.

So things right now feel like much more of a competitive land-grab, and it's not entirely clear who's going to win (or even why/how they'll win, or even what the victory conditions look like).