I used to think I had a pretty good handle on the Bitcoin ecosystem. Then I saw this post on X about this company called American HoldCo.
I had never heard of them, so I went to this website of theirs. It's light on details. Mostly it's just a subscribe button in front of tough Americana footage.
So then I went to their X profile and looked at who they were following. Their very first follow is something called Next Layer Capital, which says of itself
We combine 60+ years experience across bitcoin and capital markets to advise Bitcoin treasury companies. Now building @AmericanHoldCo 🇺🇸
Very well: what is Next Layer Capital? Their website seems like it has a few more details than American HoldCo:
WE SIMPLIFY & ACCELERATE CORPORATE BITCOIN ADOPTION.
Checking out their Team page, it's all very cool looking and for a moment I thought I'd accidentally clicked on GQ's management page.
I've never heard of any of these guys. It's probably because I don't get out enough, but still, I lurk around Bitcoin enough that I'm a little surprised I don't even recognize an advisor.
So searching around for the first guy on the page: Dean Callas, I see that he spoke on this panel (Financing Corporate Growth w/ Bitcoin) at the Bitcoin 2025 conference in Las Vegas.
Also on the panel was Norma Chu from DayDayCook. Well now, there's something else I've never heard of: what is DayDayCook?
Googling "DayDayCook" returns their investor relations website where I learn that DayDayCook
is spearheading the corporate Bitcoin treasury revolution while maintaining its foundation as a leading global Asian food platform.
That seems great, if perhaps not exactly what one expects to see from "a leading global Asian food platform."
Also surprising is that the largest letters above the fold on their website are "INVESTOR RELATIONS."
Clicking on Company Info doesn't really shed much light on the culinary products of DayDayCook, but it does have contact information...for investor relations. If you go to DayDayCook.com you get to a Chinese language recipe site -- which is what I expected to find.
To find out more, I should email Yujia Zhai of Orange Group Advisors.
What is Orange Group Advisors? If you take the time to go to their website, you will notice that it is very orange. Orange Group Advisors
is a full-service Investor Relations advisory firm based in San Diego.
I didn't recognize anyone on their team, but searching for some of them, I finally found something recognizable: their social media manager goes by the handle @BTC_Bella69420.
Now that sounds like a Bitcoiner. Her X bio reads:
Sr. Director – Retail Strategy, Social Media, & Events at Orange Group Advisors / IR & Event Director at Mining Mafia (Few)
On the Orange Group Advisors' website, their social media manager is listed as having the somewhat unlikely name of Chardonnay Boger.
The Director at Orange Group is Cody Fletcher. His LinkedIn recently reposted an update from Orange Group that read
🎉 Orange Group has crossed $2M ARR in 18 months.— Zero dollars raised. — No marketing team. — 100% convinction. [sic] — Stacking Bitcoin.We’ve worked our way up the entire industry tech stack — from mining and infrastructure to fintech, financial services, and treasuries.Today, we’re the most embedded IR firm in the Bitcoin ecosystem.Thank you to the clients who trusted us early and the team that keeps delivering. hashtag#OG hashtag#StrengthandHonor 🚀
What is the point of all this?
It's easy to live in a safe little bubble where everything about Bitcoin is familiar and we know how people talk, but Bitcoin is an open, permissionless system and there is probably a lot more going on than you suspect.