A lot of new Fediverse projects, too, misidentify who their audience is. Calckey has a really good UX (most of the time), and I had zero issues as just an account user on Calc's server, but the support for would-be admins is... A chat room, and documentation that is half so far out of date that some of it is in Japanese.
That's not going to grow the presence. That doesn't get new instances online. That doesn't get an ecosystem with good moderators and admins. That doesn't get the infrastructure in place - technical and social - to truly take off.