Sunk-Cost Maxxing: The Social Disease Killing Crypto

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Every 18 months, crypto crowns a new narrative — DeFi, GameFi, AI-Fi, RWA — and then pivots away before anything real is finished. It’s what Rosie Sargsian calls “sunk-cost maxxing.” Instead of finishing what they start, Web3 builders chase the next hype cycle like college quarterbacks chasing NIL money and transfer portals. We’ve built a culture that loves the recruiting process but not the program. The wedding but not the marriage. And while everyone else is switching jerseys, Ripple stayed put — quietly executing a decade-long plan that’s now peaking with ISO 20022 going live this month. They didn’t pivot. They planned. From Ripple Prime (Hidden Road) to Rail and G Treasury, they’ve been building the rails others will soon be forced to run on. This episode breaks down the cultural sickness behind constant pivoting — and why the real builders, like Ripple, prove that Vaultseason isn’t for tourists.

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