I agree with the core argument - we need to focus more on communities (as "groups of people sharing something").
Not talking about the Fediverse
This will become increasingly more viable over time, as we [people already in the Fediverse] establish and nurture more communities. For now, however, I think a lot of recs still need to be about the Fediverse itself - because it's how you show people "you don't need to subject yourself to the whims of a Nazi billionaire or the greedy pigboy aping him".
Not talking about apps
I think it's important to be aware of a few options, and be able to answer questions about apps, but I fully agree we shouldn't advertise the Fediverse based on apps. Specially since you can always check the content without one, even from a phone.
Smaller and focused instances
Yup, I agree. It's better for two reasons: more attractive to newbies + it keeps the Fediverse decentralised.
General purpose instances have some reason to exist, as not everything "fits" into neat boxes. But I think this will change as the Fediverse gets more mature, too; people eventually migrate from the general purpose instances to more specific ones, as they find their own homes here.
