I think Lemmy may be doing something similar, actually. At least, I’ve noticed that smaller instances don’t seem to be federating nearly as well as larger instances. Obviously Mastodon have figured out a way around this as well, so it’s clearly doable.
I was originally in the let’s just sit back and see what happens camp, but this article completely changed my perspective. A very interesting read. I do, however, agree that companies creating their own instances to advertise their products can only be good for us in the longrun.
On a similar note, I was recently reading about Microsoft’s efforts to dominate the whole browser space in the 90s, and I think it’s a very good example of the worst kind of capitalism.