The Invisible Web3 Strategy: Will the Backend Be the Real Revolution?

[AbigailJ]

I was reading about how some major consumer brands are quietly building Web3 loyalty programs that don't even mention NFTs or crypto to the end user. It got me thinking about the long-term play. Are we moving towards a phase where a successful Web3 strategy is completely invisible to the customer, focusing purely on backend infrastructure like verifiable credentials and tokenized assets? What would that mean for community-building and transparency, which are supposed to be core principles?