The supermarket looks simple. Thousands of products. Thousands of suppliers. Millions of customers. Yet almost nobody gets confused. Why? Because every product can be recognized instantly. Imagine removing every barcode tonight. The food wouldn’t disappear. The shelves would still exist. The chaos would begin tomorrow morning. Recognition isn’t decoration. It’s infrastructure. We think digital civilization is quietly learning the same lesson. ENS matters for the same reason barcodes mattered. Not because they attract attention. Because they remove confusion. Prosperity grows where recognition becomes automatic.
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