Ethereum is been establishing a place in many platforms. A partnership of sorts with digital merchant accessibility. The smart contracting allows for safe secure disbursement of agreed upon interests provided the contracted responsibilities have been met. If contract is not met nothing is released. In a single word to describe ethereum I would use "escrow." 2.0
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they will have the network effect for a while, even if EOS or NEO is better - for now got name recognition for SURE