Often the significant innovations don't need to advertise. I didn't use the early Google because I saw an ad for it and I don't think Etherium did paid ads for their launch.
Ethereum is a good example. Look at all these poor Ethereum clones that ICO the shit out of their eth chain copy cat. Same shit we saw with the Altcoins craze some years ago.
The names that stay are those that speak for them self through revolutionizing Technologie.
The names that stay are those that speak for them self through revolutionizing Technologie.