Most people overlook a critical challenge in Web3 adoption: friction. It's the silent barrier that every roadmap conveniently ignores. While countless projects promise breakthroughs, few actually tackle the user experience gaps that matter. Elsa stands out as one of the rare teams genuinely working to close this divide. Their focus on reducing friction—whether in onboarding, transactions, or interface design—addresses what many projects pretend isn't there. That's the kind of unglamorous work that moves the needle.