The latest saga in the cryptocurrency market and especially that related to the Ethereum is that the leading internet giant Google could have blacklisted “Ethereum” keyword from the company’s Ads platform. This comes after a Serbia –based blockchain startup, Decenter realized that the keyword ‘Ethereum’ can no longer be found on the Google Ads platform. The startup moved swiftly and made an announcement via Twitter where Google responded to the allegations almost instantly:
Speculators have often pushed the cryptocurrency market forward by merely selling their crypto-assets for fiat profits. However, Ethereum’s budding ecosystem allows for money to be spent and earned within its own internal economy. Although we are still a long way away from maturity, once Ethereum scales, these positive developments will surely accelerate.
That network now sustains its financial system, a decentralized microcosm of the massive traditional one. It takes tokenized versions of the underlying currencies that users most value (whether bitcoin or fiat) and provides disintermediated mechanisms for lending or borrowing them or for creating decentralized derivative or insurance contracts. What’s emerging, albeit in a form too volatile for traditional institutions, is a multifaceted, market for managing and trading in risk.
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And while Ethereum fans crow about there being 12 times more wrapped bitcoin on their platform than the mere $9 million locked in the Lightning Network’s payment channels, the latter is making inroads in developing nations as a payment network for small, low-cost bitcoin transactions. Unlike WBTC, which requires a professional custodian to hold the original locked bitcoin, Lightning users need not rely on a third party to open up a channel. It’s arguably more decentralized.
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Ethereum is another use-case for a blockchain that supports the Bitcoin network, and theoretically should not really compete with Bitcoin. However, the popularity of ether has pushed it into competition with all cryptocurrencies, especially from the perspective of traders. For most of its history since the mid-2015 launch, ether has been close behind bitcoin on rankings of the top cryptocurrencies by market cap. That being said, it's important to keep in mind that the ether ecosystem is much smaller than bitcoin's: as of January 2020, ether's market cap was just under $16 billion, while bitcoin's is nearly 10 times that at more than $147 billion.
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