Follow @vgasuz for daily marketing and business tips, because . . . February 2022, Super Bowl LVI. FTX runs a Larry David spot where he rejects the wheel, the fork, the lightbulb, then shrugs off FTX with the line that implies do not be like Larry, do not miss the next big thing. The ad is funny, memorable, and instantly praised. Months later FTX collapses and the irony hardens into a lesson. The skeptic in the story looks wise, the platform does not. That is the risk of hype without substance.