The protocol element is precisely what sets nostr apart from old social media. It is a concept that must be communicated, elsewise noobs all think nostr is just a bad twitter clone and nothing more. I do agree on focusing on experiences tho, I don't see these two concepts at odds. A good introduction would begin with something like: "Look at all these new apps! You only need one login to instantly use it all with Nostr, and your content in nostr is shared across them all, automatically!"