Incumbency is definitely a large advantage, as are network effects. I’d suggest that first of all, barriers to entry (signup story etc) should be very low. It shouldn’t be hard to create an account and use it from many devices. Another factor is advocacy: it is my bet that people who care about guarantees around privacy are a large and motivated enough group to “seed” the networo and do advocacy in their personal lives to get more average users involved. Beyond that much, I’m not too sure.