The company is "W Social AB", meaning "aktiebolag" which in Swedish is what you in the USA would call an LLC or "joint stock company.

So they are 100% looking to monetize and turn a profit.

I wouldn't call it shady, but closed source, for-profit sounds accurate.

Saw that interview, too. Biggest red flag to me was the claim, that they would use the mandatory id-document only to initially verify your'e not a bot - then discard it and they would "not store anything". Very hard to believe.

> The report made it sound like it is some kind of semi-official EU-endorsed project, but its just... a closed source, for-profit social network?

This is so stupid. It’s really like truth social. Having a private company with closed source pretending to be open and sovereign (whatever that means), adding ID verification by scanning your passport, it’s like.. gasoline for conspiracy theories. They’re so incredibly tone deaf. It’s like being back in the early 2000s when the older generation didn’t understand the internet. But it’s 2026…

Just skip the extra steps of putting social media makeup on a centralized mouthpiece, and make it an official EU site with broadcast only comms. Like public announcements and the like. That would at least serve some value. You can’t have both the social part and the control of the narrative.

Indeed a very odd sight between WC matches. I don't normally watch much TV, but I think this warrants further investigation and inquiry.

No mention of long-term stake of EU in ActivityPub platforms either, as if W would be our savior.

Public broadcasters in .de and .at have generally become very shady. To me it seems they dont have to pretend to do good journalism anymore, because they are financed by a mandatory fee per household anyway. It started to be very visible during COVID times. Unfortunately, since then, it only got worse.

And probably stuffed with tax money. As usual.