On this challenge of the Bloomberg Crypto publication, Hannah Miller calls crypto by its title.
As soon as upon a time, it was cool to be a crypto firm. Throughout bull markets, when Bitcoin’s worth was reaching new highs and crypto unicorns proliferated, companies raced to affiliate themselves with the trade — in some instances incongruously (see Lengthy Island Iced Tea Corp.’s notorious rebrand to Lengthy Blockchain Corp. in late 2017).
