Diaspora aren't able to promote themselves by explaining what they do? They can only explain themselves by explaining what they are not. The Diaspora social networking site has to mention the more famous name of Facebook (who they aspire to usurp) in order to gain any traction for their idea. In other words if it wasn't for Facebook (the very social networking site they criticise) they wouldn't exist because they position themselves as 'anti facebook'. So they must admit that they really don't have an original idea, because the original idea belongs to Facebook. They have come up with a less creative single loop solution to criticisms of the original they have not re-invented the concept which requires true creativity and innovation. If they are lucky they might the Oasis to the Beatles.