For it to work, it really needs to be user-owned and controlled, otherwise you're just the next company-of-the-week.

no it doesn't. the user delegates their rights to the non-profit which has a democratic governance model. in fact this argument of it being user owned and controlled has totally been proven unworkable. most users don't give a shit, hence it's irrelevant what they think or do. they rather delegate their rights to someone else and let them manage that.

All of this over apartment listings? These aren't cancer cures we're talking about, these are for profit listings to sell a product.

Owned in the sense that it exists for the benefit of the user.

Controlled in the sense that the user has influence over the platform.