What brands are getting wrong about the metaverse

Web3, metaverse, NFTs, blockchains, wallets … these are just some of the buzzwords promising to fundamentally change how brands interact with customers. So why is it that when we look around for evidence of this revolution all we see are brands building experiences in virtual worlds like Decentraland or watching digital pictures of apes with hats sell for millions? Is this what Web3 and the metaverse are meant to deliver?