Written by: TechFlow
The BSC has been quite lively these days.
When the wealth effect of TST rekindled everyone's attention to the BSC ecosystem, MyShell's IDO at a "welfare-level" valuation of $20 million, and CZ's doggy friends ignited the Degen's enthusiasm to charge, the revelry of a group of people on the chain is always paid for by another group.
A surge of traffic directed to the BSC, which unexpectedly turned into the Waterloo of Binance's Web3 infrastructure.
If you've been browsing social media these past few days, you're sure to find complaints about the poor user experience of the Binance wallet and the weakness of the infrastructure; and the outbreak of community resentment has first borne the brunt of the attacks, which are the community management and marketing personnel of the BSC.
The technical debt behind the customer service controversy
Well-known crypto KOL yuyue (@yuyue_chris) published an "emergency public complaint about the serious dereliction of duty and damage to the brand image of the BNBChain marketing personnel" this morning, pointing the spear at the customer service and management personnel of the BSC Chinese community, 99.
From the partial dialogue posted by yuyue, it can be seen that the marketing team representatives did not give the appropriate "emotional value" in response to user feedback on the performance of the BSC chain, but rather seemed somewhat direct and cold.
For example, responses like "I don't have time to deal with trolls" and "I don't beat dogs less than you" can easily further provoke emotional opposition when user anxiety is amplified by technical issues.
And when everyone complained that they couldn't buy in multiple times, a sarcastic retort like "Sol doesn't crash?" can indeed pour oil on the fire, not only failing to soothe the user's emotions, but possibly further exacerbating the conflict.
Admittedly, customer service and marketing representatives are also human, and they must inevitably bear the pressure of public opinion and the responsibility of seeking more solutions internally when facing technical and performance issues, often being squeezed from both ends and thankless, so some emotions are quite normal.
Some commenters have also mentioned that the long-standing community anger should not be borne by 99 alone, as "resisting public opinion, running around everywhere, and being cursed as soon as you open Twitter" can easily create psychological pressure, and the real ones to be cursed are actually the chain and wallet product managers...
This seemingly ordinary customer complaint dispute is actually the inevitable result of the concentrated outbreak of technical debt.
From the smooth transaction expectations of SOL ecosystem migrant users to the actual experience of BSC, there must be a gap; if you search for keywords like BSC chain and Binance wallet on Twitter, you will also find complaints about product issues long ago.
The marketing personnel of BSC may need to simultaneously assume the roles of technical translator (explaining chain characteristics), psychological masseur (soothing experience anxiety), and brand spokesperson;
Under multiple pressures, the poor communication attitude of the community manager triggered a public opinion crisis; and when the experience problem is difficult to solve, what needs to be considered more is the mismatch between technical infrastructure capabilities and market expectations.
This may not be the problem of one person, the resentment behind it is related to technology, experience, the listing process, and even the organizational structure, more like a brand distrust and anxiety triggered by customer complaints.
Unsellable pork knuckle rice
If the "poor communication attitude of the marketing personnel" mentioned by yuyue is still a problem of a certain individual, then the IDO of Myshell yesterday exposed more widespread technical problems.
The $SHELL token IDO, which was simultaneously conducted on the Binance Wallet and PancakeSwap, attracted a lot of attention and real money investment, and was once over-subscribed by more than 100 times due to the cheap initial valuation.
But in contrast to the enthusiastic participation, when users wanted to claim the tokens and trade them immediately after the IDO activity, they were poured a bucket of cold water with endless problems.
For example, some users mentioned that the Binance wallet is an MPC wallet bound to the CEX's KYC identity. If you must export the private key, the original wallet will become invalid; and the $SHELL bought cannot be sold directly in the Binance wallet because the pool is too small.
Even more puzzling is that in the same chain and ecosystem, when connected to Pancake through the wallet, the assets cannot be seen, and the BEP-20 assets corresponding to the wallet cannot be seen on BSCScan...
In the current state of severe PVP in the market, the most important thing is to race against time.
Poor wallet experience, often you can only watch the new coin price drop without being able to sell, making the "pork knuckle rice" earnings shrink, and in the end, the time cost and the transfer asset fees may not be worth it.
There was previously an opinion that Myshell's TGE was essentially a stress test for the Binance wallet, to see how much user load the performance and experience could bear while providing welfare.
But from the current results, the pressure seems to have fallen on Binance itself.
And this morning, CZ's doggy friends appeared, further igniting everyone's enthusiasm to rush the dog, but also further exposing the fragility of the BSC chain, Binance wallet and related ecosystem technology, with the chain experiencing congestion at one point affecting the trading experience.
Some Degens even joked, "After experiencing Binance's Web3 wallet, you'll know how sturdy the SOL chain is."
The author has no intention of stirring up opposition between public chains, nor any stance to belittle; it's just that in the face of the Twitter timeline being frantically refreshed, the problems of the BSC chain and Binance wallet complained by users cannot be ignored.
Competitors become "lifeguards", a black comedy
Even more laughable is that the problem of not being able to claim the SHELL tokens has actually given traffic dividends to the neighboring OKX Wallet.
After the SHELL token TGE, users who were unable to sell out on the Binance wallet immediately chose to withdraw the SHELL to the OKX Wallet to sell, including the author himself.
This has a bit of a black comedy flavor... The ecosystem project and marketing activities of one's own, in the end need the wallet of the neighboring family to solve the last mile problem of selling out.
From the user's perspective, loyalty is actually a very illusory concept.
Especially when you see the coin price dropping and can't sell for a long time, it's very similar to a car falling into the water and the water surface rising inch by inch, at this time you certainly won't care what brand the window breaker in your hand is.
As long as you can smash open the exit liquidity, who cares what wallet you're really using? And if there's no need, who wants to change a hammer?
When the on-chain tokens have liquidity, but your own wallet can't refresh them or trade them, the user's tendency to vote with their feet is very obvious, after all, their own drawdown is real money.
However, the directed liquidity and attention that the BSC ecosystem has created for itself has ultimately failed to catch itself, and instead let the competing wallet reap the big prize, which is regrettable and unfortunate in itself.
This situation not only occurred in the token selling link of Myshell, but also occurred in the dog-rushing link last night.
When the in-house wallet cannot support the traffic and enthusiasm, while waiting for CZ to announce the dog's name, many will also prepare an OKX wallet or a third-party Bot wallet to gear up for the rush;
And when there are too many people rushing causing chain congestion or unable to buy in, the wallets associated with Bots can buy in faster by setting higher gas fees, and OKX's wallet also has a similar Meme trading mode, just to be able to face the hot assets and trade quickly.
How to look at it?
Looking back, the torrential traffic and opportunities also need to be supported by a sufficiently sound and user-friendly infrastructure. If not, users will naturally go to choose something better.
The position is not important, the interest is very important. What can we see from this incident?
First, the inter-chain competition and exchange competition of this session have actually entered the stage of user experience war.
The prosperity of an ecosystem no longer depends solely onTPSor Gas fee data, but on the sum of tool fluency, abnormal handling mechanism and loss recovery path;
If the above sum is done well, it will be twice the result with half the effort; if it is not done well, it may lose the brand and fold the user.
Second, on-chain wallets have become the de facto traffic distributor. The entry experience of users' first contact with DApp determines the sense of belonging to the ecosystem and subsequent habits.
Third, when users have formed a self-help solution (using other wallets), compensation measures or sincerity need to directly match the gap in the experience of competing products, rather than just an AMA or slogan.
Talk is cheap, show us products.
This absurd pressure test is very much like the metaphor of Zhang Mazhi in "Let the Bullets Fly": "Whoever wins, the users will follow".
When a huge fortune descends, what can catch the traffic has never been the grandiose words on Twitter, but the "confirm" button that clicks smoothly in the wallet - after all, in the MEME season on the chain, every second of lag is carving a moat for the competitor.
