This week, I had a realization: the tactics that Web3 companies use against each other like the vampire attack, the airdrop, and token incentives don’t just have to be used for stealing users from each other - they can also be used for drawing a massive amount of users away from established Web2 companies shockingly fast. In this post, I’m going to use a new NFT marketplace called Blur as an example, because what they just pulled off and how they did it is the blueprint for unseating the current internet giants.

I’ll admit it, I was skeptical of Web3 for a long time. For someone that didn’t (and still doesn’t) find the currency and finance aspect of crypto that interesting, Web3 and NFTs seemed like just another version of the shitcoin ICO’s from 2017 repackaged with cartoon pictures. “It’s just a slow expensive database” I would say, being someone who has spent most of his career working with database-backed web applications occasionally at massive scale at places like Groupon. I was convinced that this fad would pass us by the same way the “lets make everything NoSQL” fad did in the early 2010’s.