Christopher Perkins, president of crypto venture capital firm CoinFund, said that one of the main challenges facing Ethereum will be branding. Bitcoin, the prototype of a cryptocurrency, is called "digital gold" and any investor can understand it. ETFs have two main advantages: regulatory certainty combined with operational scalability, or improved user experience. However, for Ethereum, the approval and launch of an ETF does create a safety moat that did not exist before. If the SEC eventually approves an Ethereum ETF that provides returns, it may be a game changer, but it should be noted that even if the Ethereum ETF is finally launched next week or soon after, don't expect a surge in adoption. (Fortune)