I think many chains (including @ethereumfndn) should consider going "direct to consumer" like @base and @worldcoin. It provides a distribution channel owned by the chain, while the mini-apps inside provide a user with discovery that's catered to their needs. For example, I was playing with the World App the other week, and came across two neat mini-apps that I would never have found otherwise -- one for unsecured micro-loans and one for paying bills. The first, which also has a web UI called credit(dot)cash, is a mini-app simply called Credit. The team behind it, @DivineResearch, was kind enough to get on the phone to go over their protocol. The long and short of it is that anyone with a World ID can begin to take unsecured loans from Credit. These start small (think <$10) with very high default rates, but the small size limits severity. Those that default have basically burned their credit and may not access Credit again. World ID prevents sybilling, which limits losses to the initial micro-loan. Users that repay are gradually granted more and more credit limit, up to $1000 currently. Credit also has some onchain recourse (permits to yoink assets from your address) should you default, which is something simple but I've not seen other protocols do. I suppose it wouldn't be nearly as helpful without core address tied to an ID -- users claiming their WLD allocations the year after using the orb can't change what address they claim from, to the best of my knowledge. The mechanics -- which are probably not suitable for other chains right now -- were interesting, but the user exit survey data is what made me really excited. Most people were saying they used the money for food, bills, emergencies, personal transportation. To buy crypto was not in the top 3, although it did have a healthy rank in the top 10. *This was an app that people were using for real-life things.* I also got the impression that most users were not necessarily the unbanked, but the imperfectly banked. Those with banking accounts but limited or high-friction access to small credit lines. Which is a distinction that I think we all tend to forget to make -- the world is not simply rich Westerners with full access to US financial infrastructure and the literally unbanked who can't even deposit money with someone. The other cool mini-app was simply called Bills. It didn't even have a logo. But lo and behold, it's a no-frills app to pay for your gas, water, internet, or prepaid phone services. It's only in Mexico, but still, this is the kind of basic service that things like stablecoins and chains should be building into their offerings natively. The takeaway here was not only that mini-apps are just a much better UX for casual things -- a pro trader will still always want something like @okutrade over a simple swap app -- or simple tasks where you just need to get things done as part of life. They also can seamlessly blend in things that probably aren't even related to the blockchain at all. There are Candy Crush-esque casual games to when you're killing time standing in line, for example. The chain-level apps also keeps the user within the chain's ecosystem, so maybe users are going to be more sticky. I think most importantly, as the number of mini-apps proliferate, it will help with discoverability. Most projects are discovered via word-of-mouth or Crypto Twitter. But if I'm looking through the mini-app store within a chain's app, then there's someone (the chain) with an interest in showing me mini-apps that I'll want to continue using, to say nothing of a disincentive to shill me a rug.