No, but he's certainly hoping that others, possibly including himself, will value Coca-Cola, thus increasing its worth.
Similarly, those who buy into cryptocurrency will ideally hope that others will value it as a viable alternative to fiat, thus increasing its worth. This is in contrast to buying into crypto because its worth measured in fiat is increasing on an exchange.
Similarly, those who buy into cryptocurrency will ideally hope that others will value it as a viable alternative to fiat, thus increasing its worth. This is in contrast to buying into crypto because its worth measured in fiat is increasing on an exchange.