Bitcoin is the single strongest brand in the crypto space. I believe it probably received $2–5bn in free media exposure over the years. A Hard Fork would create 2 brands of Bitcoin — essentially handing over some brand value to Bitcoin Unlimited.
A Fork in the Road
Vinny Lingham
24149

Privately stated here: And Jihan Wu has publicly and privately in conversations spoken repeatedly about Bitcoin having a branding problem. Just factual and true comment.

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