Reuters Scott Galloway is a bestselling author and professor of marketing at NYU Stern. The following is a recent blog post, republished with permission, that originally ran on his blog, "No Mercy / No Malice." In it, Galloway explains how scarcity is the driving force behind the crypto industry's success. Any firm that approaches $1 trillion in value has tapped into a basic human instinct. Consuming, signalling, loving, and praying have been the fuel of Amazon, Apple, Facebook, and Google's ascents, respectively. That the crypto asset class universe has reached $2 trillion reveals, I believe, that it taps into two attributes we instinctively pursue: trust and scarcity.