Recently, I saw a bunch of PFP projects claiming to be "members" or "brands" to attract people.

Honestly, I don't dislike the profile pictures; I dislike that the budget sheets are always as vague as fog: where the money is spent, who is responsible, how to measure it—all relying on a single phrase, "community consensus."
If you want to create long-term value, clearly define the rights and benefits, and outline the redemption paths. Don't treat "entering the circle" as a product.

What's even more outrageous is that some people compare it to RWA, or even the "returns" of U.S. bonds...
Please, no matter how you package on-chain yield products, at least you can compare them against cash flow and risk terms;
Most of the "returns" of PFP projects are just attention. Once the attention is gone, everything disappears.

My standard as a security guard is still that sentence:
Don't tell me stories; show me the budget.
In the end, it all comes back to the budget—long-term branding isn't achieved by shouting; it's built by spending every penny properly.