4 pane comic of dolan on the left and spooderman on the right
pane 1 (dolan): cum join opensurce cummunity!
pane 2 (spooderman): shure! how joyn?
pane 3 (dolan): Here discord! (with discord logo)
pane 4 (spooderman with tears in eyes): y u do dis?
Matrix isn't competing with the experience of setting up another account on a different platform, with email, username, passwords, recovery key, display theme, notifications settings, content warnings, etc..
It's competing with being able to click on a link to join a subgroup of a social network that people are already a part of and already signed into.