Odaily News Christopher Perkins, president of crypto venture capital firm CoinFund, said 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, especially after months of speculation that the U.S. SEC would reject these applications. If the SEC approves an Ethereum ETF that provides returns, it may be a game changer, but even if the Ethereum ETF is finally launched next week or soon after, don't expect a surge in adoption. (Fortune)