What’s behind the Trump family’s new cryptocurrency venture?

"You can literally sell s*** in a can, wrapped in piss, covered in human skin, for a billion dollars if the story’s right, because people will buy it.”

So said internet marketer and self-professed "dirtbag" Chase Herro from the driver’s seat of his Rolls-Royce in a 2018 YouTube video, according to Bloomberg News.

Six years later, Herro is one of the brains behind a new cryptocurrency venture backed by none other by Donald Trump and his three sons. The elder sons Don Jr and Eric are leading the promotion, although supposedly it is 18-year-old Barron who will serve as the project’s "visionary"."

In a live broadcast on the social network X on Monday night, Don Jr billed the project – known as World Liberty Financial (WLF) – as "the start of a financial revolution", while Eric said it would challenge the power of big traditional banks by making crypto as smoothly hospitable to ordinary Americans as one of the Trumps’ famous hotels.

"If there’s one contribution I want to make to the world of crypto, it’s actually making it user-friendly," said Eric.

"We better damn well embrace [crypto] as a