The idea is that at first threads.net will seem "normal", like all the other fediverses
Then they start adding features that either break against other servers, or straight up aren't supported, making threads.net seem more enticing just because all the neat features aren't on the other sites.
Think how Internet Explorer killed Netscape with all the Page Load errors caused by ActiveX, yet everyone wanted ActiveX sites.
Once they've walked through the path of least resistance and grabbed the bulk of the traffic, they just defederate from everyone.