These people want another Facebook/Instagram/Twitter. They want a fully centralized platform with outreach. They need places to advertise and stuff. Hell, I believe that's why these papers have been so mute on the Fediverse. It makes it way harder to advertise, get clicks and stuff. Threads is the one I can see them starting to push really hard since it has all the centralization and trackers. Not even Bluesky has that.