I have fully come around to the rollup architecture. Yes everyone can build their own chain, and many with large existing distribution (sc Robinhood) will try. However, running a chain isn't core to 98% of businesses out there. Conseneus and shared DA need to happen but most companies won't choose that vector to differentiate. Why would they? If you're building onchain social, retail brokerage, etc... why do you want to get into the nitty gritty of the infra? It's extra operational cost and a massive splintering of focus. So what I would expect is many companies try to build their own chains over the next two or three years before eventually giving up and using Ethereum, Celestia, Arbitrum, etc...