Toni Schneider, former CEO of WordPress powerhouse Automattic, has taken over as the permanent CEO of Bluesky. His mission? To create a vast, inclusive social network universe known as AT Protocol, rather than a tight-knit community bubble.

Bluesky's app and its underlying AT Protocol coexist under Schneider’s leadership. The AT Protocol allows anyone to build interconnected social networks that interoperate with Bluesky’s platform. Schneider sees this ecosystem as key to the future of social media — one that serves public good over profit-driven algorithms.

This shift in focus from a singular app-centric approach to an interoperable protocol reflects a broader vision for open, decentralized social networking. It's not just about competing with existing platforms; it’s about creating a new web where multiple players can thrive and coexist.

The path ahead is complex, as balancing the needs of users on the Bluesky app with those building on AT Protocol remains a challenge. With a small team, Schneider faces the task of ensuring these diverse goals align without fragmenting the ecosystem. Yet, his vision could mark a significant step towards a more inclusive and transparent social web.