I think much mindshare is behind the names xmpp & jabber. For success one could deploy a server using a new name & never mention it, rebrand some clients, push that. Like google and Fb did, but for good. Then start opening & whitelist instances that followed somekind of modern certification to ensure proper interop. All xmpp under covers.
#Xmpp problem is one of marketing and being tied to a bunch of assumptions accumulated over years.