People want to speculate on things where they think they have a decent chance of winning, and with some effort can form an advantage over the average person (whether that’s actually true or not) This is true of crypto, sports betting, retail stocks, etc Once the equilibrium flips and they lose a lot compared to how often they win, most will lose interest, especially when they start feeling the game is rigged against them I don’t think you need to over complicate the retail thesis more than that. Identify games where the above is true and find an edge