Most ppl treat them as securities and consider themselves as a software company. This is the wrong model. The right model is hands off the chain and sell expertise.
When I get through my backlog I plan to make a fork of bitcoin. Stripped back and simplified. No data. No segwit, no taproot. No asics either. Bitcoin with the mistakes removed, and nothing added.
I don't even care if nobody uses or mines it. It's just because I know a lot about the subject and it markets that for me.