ENS in undoubtedly the #1 on chain identity protocol in crypto. As ETH goes up in price, ENS domains will only continue to attract more and more attention. ETH up = more people using the chain = more people needing readable addresses Usernames, license plates, telephone numbers, telegram handles.....identity flexes are EVERYWHERE. Why the 999 club? Numbers are universal. No matter your language, you know 710.eth when you see it. Exclusivity and scarcity. There will only ever be 1,000 of these and the cost to enter is currently $15,000. Character Length. 3 characters is the shortest length domain possible. In an industry where speed matters and it is costly to forget a single digit, less is more. To me, this is a 3 leg parlay and I am betting on: - Ethereum - ENS - Ego Last cycle for ENS was a speculative bubble comprised of NFT traders who wanted to dump on the institutions and launch derivatives of the 999 club. This cycle, the institutions actually do need ENS and it will be a race to secure grails once the big first domino falls. 🔜