The biggest challenge for any crypto company rn is the reputation of the industry they're building it. Try explaining to someone outside of this space that you're building a product on the blockchain and watch their reaction. They don't give a shit about innovation; they remember the friend who lost his money on a dog coin. That's the wall every crypto native brand has to climb before they even get to talk about their actual product. The teams that will win this race are the ones who are smart enough to lead with experience and let the blockchain part stay invisible, for now. It's a long game, but five plus years from now, the narrative probably shifts for the better. Many don't have the patience for it but it's almost necessary if you want to onboard outside of this space.