Gen C is the generation of the new internet.

In Gen C, the C stands for crypto, but it also stands for creators, the connected consumer, and collectibles, both digital and physical with on-chain provenance.

It stands for culture and characters, the ones we play in games, and the companion ones that AI is building alongside us.

It stands for community and digital citizenship, and the new set of transparent and trustless tools being built to govern them.

These are the people who were raised on a different philosophy, on how they look at money, how they look at identity, how they look at privacy,

and how they look at the hybrid,

digital, and physical spaces being built all around us.

And finally, how they reimagine their relationships with the communities and companies

they interact with.

We focus on how brands, large and small, are building for these audiences.

Welcome to Gen C.

Avery, we are back. Episode 42 of Gen C. Where does the time go?

I'm coming to you from Brooklyn, New York City. Where are you? I'm at home in Miami. Look at us,

both home. This is rare. Very rare. This is actually the second most popular week to take off in corporate America. The first most popular is the week between Christmas and New Year's. The second is apparently the last week in August, right leading up to Labor Day. So it's actually a nice kind of quiet week to get some work done.

This is my favorite week in New York because there is nobody here.

Yeah, you've got the place to yourself.

You can get reservations, you can get parking spaces, anything you want in New York you can get on this specific week.

Well, there's been some interesting stuff happening in the world of General Web 3.

The first one, which may be the weirdest blockchain story that I've read in a really long time,

is the idea that, you know, the people who make Parmigano Reggiano cheese,

which is sought after around the world, they are adding edible microchips to the cheeses

so you can verify that those cheeses are authentic and they are

...