There's massive array of community projects on the Elrond network, they are able to build whatever they like. 100s of NFT projects Several P2P exchanges NFT marketplaces Countless ESDT projects Many tools and dApps They can all build whatever they want, they can't be stopped. Now with that comes the inevitable scams and rugs, of which there have been several already. You mention token branding, now without that, at the moment Maiar app would give a possible scam warning to alert the user. Should Elrond not try and protect the community? Remember we are still in the bootstrapping phase and governance is not in affect yet. The branding itself is a check by the team ensuring standards are being met, of course it's never possible to know which projects will do what, but you have to remember we are at the beginning of a long road. Would it be good to have loads of scams instantly popping up on Maiar exchange in this early and very important phase?I personally don't think it would be, sure I love decentralisation but also understand the importance of baby steps, especially with many inexperienced in Defi and FOMO into the first thing they see. Reputation is also very important in these early days, if scams were abundant then it's not the place many would want to be. Now, this will likely change in the future when there are less restrictions and listings can be made by anyone, needless to say, people will be strongly encouraged to do their own research as with any investment. So, while it may seem like people are being sheltered and wrapped in cotton wool ( in some degree they are) it's for the longer term benefit of the network and the ecosystem as a whole. When and if the "wild west" days arrive, will people welcome it or look back and yearn for a more kid gloves approach?