As bitcoin briefly crossed over $19,000, Treasure’s new CEO, Matej Zhak said there’s something more important than its price.
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Given the significant increase in prices so far in 2023, one industry executive stressed that some features of bitcoin are far more important than its price.

Matěj Žák, the newly appointed CEO of crypto hardware firm Trezor, believes that bitcoin-enabled financial freedom is the top benefit of the cryptocurrency and more important than its market value

“2023 will be a year of market consolidation for us as well,” Zhak said in an interview with Cointelegraph, adding that Trezor now has a good opportunity to upgrade its products in preparation for the upcoming bull market

The CEO said ease of use of bitcoin will be Treasure’s primary direction of focus this year, as BTC and crypto are still often viewed as complex technology concepts. “Our mission is to make self-protection more accessible to ordinary users,” he added.

Contrary to popular belief, bitcoin is not a complex machine but “a simple technology with huge potential,” according to Jhak. This is because bitcoin has unlocked unlocked features that can enable competition with the rigid traditional financial system, Treasure’s CEO said.

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“When you understand it in its broader context, enabling financial autosovereignty, for example, the value of bitcoin becomes a secondary consideration. Philosophically, this is where I belong.”
This news comes as Bitcoin has seen solid gains over the past two weeks, returning to levels before the FTX exchange collapsed in early November 2022. Bitcoin has risen 14% since the beginning of 2023, briefly hitting $19,000 on January 13. Bitcoin trading at 18,900 at the time of writing dollar, up 3.6% in the past 24 hours, according to CoinGecko data.

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Trezor is one of the few companies that has benefited from the FTX collapse and the corresponding crisis in centralized crypto exchanges, with a 300% jump in sales as of mid-November.In January, the firm appointed Zhak as its new CEO, taking over the Treasure Company -founder Marek Palatinus. The former chief executive will remain at the company as an advisor to help guide the firm’s strategic and technical direction.

Source: CoinTelegraph