I wouldn't know, I have a lot of adblockers etc. But it gets to me via word of mouth. And it's been in the media a lot this year. Due to their business decisions, new approach, novelty... That's something they did very well. They also took care building some hype and anticipation with their invite-only period. Mastodon has also been in the news. But that was yesterday's news and I suppose everyone forgets yesterday's news.