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Looking only on chain data is not going to reveal the whole bitcoin usage.
Also we are on bear market.
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Holders + LN increased usage?
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Lack of awareness combined with pandemic/war/economy anxiety. It's harder to convince someone of something new when both the TV and legitimate financial problems are perpetually on their minds.
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Why is bitcoin adoption so slow you think? The active adresses chart has been more or less stagnant for 3 years https://bitinfocharts.com/comparison/activeaddresses-btc-sma30.html#3y