> There are a million clients because the official one has horrible UX and everyone thinks they can make a better one.
I wish. My experience is that there are few clients and a lot of them have similarly ... beginner-unfriendly UX due to the SDKs, the protocol itself and cultural factors (there seems to be a good amount of "this is good enough"/"you don't actually need that" hubris in the community).
Matrix, besides XMPP, is the only federated chat protocol with any kind of traction, so I figure that it makes sense to invest in improving it rather than building something new. Ideally using it would be a no-brainer choice for delivering chat apps: Why would you invent something new when you could use a protocol that already exists and already has a vast ecosystem of libraries and users? That's where I wish it was, reality unfortunately looks quite different.