Until this year, the advantage was on the side of tech companies, building the best rollups for users. From ~3-9 months ago, the advantage went to companies with large user bases, the tech is no longer an issue. The next big wave may be of companies with costumers or fans. A Marvel or a Disney rollup to trade NFTs and buy merch. A bank rollup of KYCed addresses to send funds 24/7. Every company will write its own rules. Some will be permissioned. The bank will be able to reverse the order that scammed grandma (within a time limit). Sending money outside will still take days (for scam protection). Much of it won't be for the cryptopunks. It will be for the normies.

Targeting existing communities is the 2025 move.