Dougie DeLuca argues that the crypto industry, as a self-contained entity, is fading. He believes that while blockchain technology will persist, the distinct identity of "crypto" will dissolve as it integrates into broader sectors like fintech and payments. DeLuca reflects on his decade-long immersion in crypto, from the ICO boom to the NFT craze, and concludes that the industry's insular culture has limited its growth. User acquisition strategies often recycle the same crypto-native wallets, leaving behind potential mainstream users. As a result, he sees the current crypto landscape as unsustainable, where the focus remains too narrow. He emphasizes that true success hinges on attracting "normal people" rather than just crypto enthusiasts. Examples of this shift include users in emerging markets utilizing stablecoins for transactions without identifying as crypto natives. DeLuca notes that the technology needs to fade into the background, becoming a tool for everyday use. Current applications focus too much on crypto-native problems, ignoring a middle class that values privacy and control without wanting to adopt crypto culture. DeLuca acknowledges that some aspects of crypto culture should endure, such as permissionless access and global liquidity. However, he warns against confusing the speculative "casino" aspects of crypto with its broader potential. The industry needs to evolve past its current playbook of liquidity mining and incentivized user acquisition, which often leads to short-term gains but fails to attract lasting users. The challenge lies in building for a wider audience, making the technology accessible without the baggage of crypto identity.