If they focus on freedom they could become the custodian of choice and make decent money off ofrunningg networks like lightning and making slightly higher spreads as the custodian of choice. There are ways to build it. Many OGs want all the self custodial solutions but many people prefer someone else to tell them what to do. With a solid unit of account and foundation the global economy can function far better than today and accomplish many, perhaps all of Bitcoin's potential good.