Against the backdrop of a sharp decline in venture investments in various traditional industries (this is clearly related to the global economic situation), but against the backdrop of certain upheavals in the crypto industry, the question arises of a driver that can become one of the «pillars» of the development of a decentralized industry.

Today, it becomes quite obvious that the situation with web3 technology is becoming similar to the situation with programmatic advertising 10-12 years ago. When programmatic-ads just started, the major market players were not very optimistic - it was much easier for them to follow the well-known paths with chains of publishers and agencies. However, once programmatic got rid of the «childhood diseases» and became simple in use, effective in attracting customers, it has taken a dominant position in the modern advertising market - providing precise targeting and cost reduction. The situation with web3 is similar - all publishers ideally want to have systems for lifetime tracking of customer achievements (that is, Soul Bound tokens in web3), theoretically stable decentralized data storage systems that cannot be broken through a simple server attack, real users’ ownership for his content, as well as simple cross-border payment systems that have built-in algorithms for calculating all duties and taxes. Sounds like a perfect world, but even Amazon doesn't do that yet. Why?

The problem is the web3 entry point, which is difficult for users. As soon as they start talking about opening a crypto wallet, about 12 phrases as a backup, most users interrupt the onboarding process and immediately leave the site. This is obvious - over the decades of the development of the digital market, users have become accustomed to facilitating and simplifying systems for interacting with the site. One-click registration, effective convenient UI, visibility and the «metro principle», where the client is led by the hand – this is modern digital progress. And here some 12 phrases are offered, incomprehensible tokens - and, most importantly, why? So, it turns out that a self-sufficient audience of geeks or really advanced users revolves around web3, which is growing weakly.

When developing functional digital products, especially at the preliminary stages (from MVP to alpha versions) many teams use the «technology first» principle. This means a minimum of user convenience, a maximum of engineering competence. When evaluating the potential of a product, further efforts are already in the direction of creating ergonomic visitor paths, design and more. However, here lies the catch - since not two clients or a prospective investor can evaluate the entire user route, touch it with their hands and make sure that the system works, you can lose both clients and partners.