On point 3, it will be useful for Hey to contain its own explainers and how it benefits the usage of Hey (or other benefits in general). "Go read over here" doesn't provide the necessary context on your own app in relation to the protocol, which is what is missing here. In other words, I'd say the same thing whether it was Lens, ActivityPub, or any other protocol: users need to see it through the lens (haha) of your app.