If a crypto project has revenue, they talk about revenue. If there's no revenue, they talk about the number of users. If there are no users, they talk about TVL. If TVL can't be boosted, they talk about ecosystem partnerships. If the ecosystem isn't recognized, they talk about the number of on-chain addresses. If the address count can't be inflated anymore, they invent a new narrative. When the narrative is no longer believed, they can change the name and start the story all over again.