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What is going to cause ZEC to grow?

I've been learning about zk SNARKs and I'm mesmerized by the tech, but I'm trying to understand how ZEC gets traction. What are the events that lead to mass adoption? Bitcoin is growing because it has cracked social agreement about a digital store of value. It's like Craigslist - not the best technology, but the one everyone agrees on.

Does ZEC grow because a particular set of users begins to use it? Does it grow because it keeps making news? What is a plausible sequence of events that leads to mass adoption?

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