It's because people don't care about federated services, they care about services that are easy to use and have people on them and that's bluesky right now
Sure, average people don't care about federation, but what about the techies at sites like Technology Review and The Verge who write these kinds of articles? They love to point out Bluesky's (yet to be seen in action) federation thanks to the AT Protocol, so you know they see the value in federation that the average person doesn't, but these reporters choose Bluesky, a platform with all the same warning signs as Twitter that barely has federation, something they purport to value despite the fact that ActivityPub and Mastodon exist and are much more developed and open?