They’re not done yet. Just announcing (and the verge reporting on it).
Their announcement (here) is quite forceful though, interestingly. The article described it as a manifesto.
See also a recent post here about their survey on integrating activity pub: https://lemmy.ml/post/14734757
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Yea, that’s the most straightforward for sure … but requires leaving the fediverse. I suspect that there are plans/dreams of being fediverse “native” and enabling the full content/publication to be read from ones fediverse account.