The key to launching [matrix] and other similar systems is to focus on serving such website publishers.

Focus on serving such website publishers in a way that hitches [matrix] to their success. Some of them will "go viral", and the ones that do will pull [matrix] with them. Imagine if every seller on Amazon could have a room on [matrix] where shoppers could chat with a sales person before making the purchase. For high value products, competition between sellers would force every seller to have such a room, and a chat on [matrix] would become part of the way that business is done on Amazon.