The Coldcard was our iPod moment and we fumbled the ball.
The iPod when it came out was such a beautiful physical manifestation of a digital asset like music.
Here we had a moment where all the different cultures and subcultures that different music genres carry, all put down in one physical device that looked great, with one tagline that said
"1000 songs in your pocket"
The aesthetics and the design of the iPod when it came out was meant to be consumed by an already fanatic audience that was already in love with Apple products.
This was the thing that they would carry first that the normies would later.
Bitcoin is a manifestation of digital assets that transcends cultures and borders and time and space, that includes a fanatical audience that has its own culture as well.
It’s like a music genre of itself.
And the only real device that was actually appealing to that hungry loyal fanatical audience was the Coldcard.
It had the right aesthetics, it had the right cultural movement, it had the right mind share among the most radical bitcoiners that were the ones that were actually representing us on the outside and could carry this to normies.
And the entire history of the product ended up going up in flames in two ways.
The obvious one is the one that recently happened, which was the hack.
But the second one that a lot of people dismiss is by the time the hack happened, the entire market share that Coldcard had was probably 1% or 2%of the total, which was a silent death.
Meaning that the rest of the world weren’t really interested in the fanatical culture that a pocket of the Bitcoin ecosystem had and rather chose solutions that included other subcultures.
It’s like asking people to buy an iPod but you’re only allowed to listen to one music genre in it.
Obviously people want different things, and that was the reflection of the entire product lifecycle.