In a desperate bid to remain relevant to crypto-curious audiences, marketers around the world are jumping on the metaverse trend, experimenting with everything from branded non-expendable collectibles (NFTs) to virtual stores and offices, al go through the issuance of their own CRYPTOCURRENCIES. But users are often confused, feeling that these retail programs are more about increasing sales than about cultivating community, connection, collaboration, and co-creation in the new age of Web 3.