Very well articulated by Dori. I was in the camp of "why don't you just utilize Genesis $ADA for this?", but reading Dori's points, and his subsequent replies to comments, I changed my stance and now support the endeavors using treasury funds. This IS the marketing fund that is necessary to win over the key target audience: institutions & developers. Conferences and networking events are the means to get the relevant people on board, have deep discussions with them and begin the process of Cardano conversion. B2B conversations take a while to materialize, so we have to be patient. Just ask the @IagonOfficial folks how long it takes to onboard clients.