Cryptocurrency’s big Super Bowl ads sold FOMO, not the future

Crypto was everywhere and nowhere at the Super Bowl

It’s not clear yet where cryptocurrency falls in that hype cycle or if it even is a comparable case at all. It’s possible that Super Bowl LVI is just the calm before the storm, and next year’s big game will be swamped with Web3 startups all pitching the world on the latest and greatest blockchain-based innovations. Or maybe, like the dot-com boom before it, these crypto companies will be defunct this time next year, and we’ll look back at 2022 as nothing more than an odd curiosity.

But one thing is clear from blockchain’s big Super Bowl debut: if the technology is to succeed in the mainstream, high-minded rhetoric about how Bitcoin is the next smartphone, moon landing, or wheel won’t be enough. At Super Bowl LVI, cryptocurrency promises an ouroboros of nothingness: it’s the future because it’s the future, and if you miss out, you won’t be part of it.

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