I think there's two main categories these kinds of things fall in. First and most obvious is "ride hype train hoping to grab ICO windfalls." The second is "pe

I think there's two main categories these kinds of things fall in. First and most obvious is "ride hype train hoping to grab ICO windfalls." The second is "people say this is the future, we don't want to miss it!" The first category is uninteresting to me, but the second is a species of behavior we've seen time and again. Company that is struggling or is worried about The Future(tm) catching them unawares hears about "new trend" via media and resorts to cargo cult attempts to be trendy. The problem is that by the time they've heard about it, this trend is already on the decline (the media channels they consume tend to be notoriously late to the party) or the trend in no way matches what the company does or offers. Examples of the missed-the-trend variant are plentiful... think "iWhatever" naming in the late 90s, adding "cyber" and "e-" to anything, promoting a new MySpace social initiative when Facebook was opened to everyone and was hitting critical mass. Examples of misfitting trend with company/product includes big social media efforts for things like laundry detergent or corn flakes, but my favorite recent misfitting exercise was "mobile app all the things!" I think Kodak is in the misfitting category, because they know the future is bleak and they lack the internal vision to pivot and commit to a new path but they do know that "cryptocurrencies" are The Future(tm) and so they must do that, even if they don't actually know what any of the words mean.