Over the past couple years, I've seen this pattern repeatedly within crypto teams. When pitching a more casual, authentic social media approach, most projects would immediately push back—worried it would tarnish their carefully cultivated corporate image. The consensus was always the same: "We need to stay professional, stay buttoned-up." Now? That entire playbook feels antiquated. The stiff, corporate OpenAI-style branding is losing its grip. Crypto communities are gravitating toward projects that actually feel human, that don't hide behind polished PR speak. The shift is real. Those who thought breaking the formal mold would damage their reputation are watching competitors thrive by doing exactly that. The web3 space is rewarding authenticity over artifice, and the traditional gatekeeping of brand voice is crumbling fast.