There are lots of knee-jerk reactions because people saw the word "blockchain" in the title. It's as intellectually lazy as the shills who refuse to criticize the crypto industry for its shady parts

This just sounds like a decentralized Slack, with a blockchain to ensure all nodes have the same data. The details are sparse, but this sounds like a proof of authority system to achieve consensus between authorized nodes in the network. No cryptocurrency involved. It's just using blockchain as a consensus algorithm between decentralized nodes(which is what it was designed for).

It doesn't say, but since their target demo seems to be enterprises, my guess is that the idea would be companies run their own node in the network, which would allow a high degree of security and be interoperable with other enterprises.

"But you could use a federated system..."

I'm all for the growth of the fediverse, but it still has many problems. If you're running a large enterprise that needs a guarantee that all your messages are synced, in the right order, and nothing has been removed later, a proof-of-authority blockchain is a better system than something federated