After a disastrous 2022, when a procession of prominent crypto firms imploded, the industry is angling for an audacious rebrand. Executives like Mr. Kwon and Mr. Bankman-Fried — once beloved crypto celebrities, with hundreds of thousands of devotees hanging on their every tweet — are now personae non gratae. Their former admirers argue that these crypto villains never truly embodied the industry’s core values, even before their companies collapsed.
At surviving firms, top executives are looking for new ways to market products that many consumers now distrust — and to distance themselves from former colleagues and mentors who could face years in prison. Some companies are trying to capitalize on the growing interest around artificial intelligence, with crypto schemes that feature convoluted A.I. tie-ins. Others are looking to replace the word “crypto,” arguing that the industry’s original nomenclature has become irredeemably tainted.
‘Enforcement 40’ for 2020
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