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 Author: Alon Muroch 原文：https://alonmuroch-65570.medium.com/ethereums-mcdonald-s-moment-how-rollups-became-the-franchise-model-of-web3-145fc8e0b359 Ethereum Rollups have become the franchise model of Web3 - they are autonomous platforms, strategic products, and programmable economies. In many ways, they embody a modern franchise model: autonomous yet brand-aligned, interoperable yet built for purpose, flexible yet rooted in common standards. Ethereum as franchisor In this model, Ethereum is like McDonald's headquarters playing the role of a franchisor, setting brand standards and core rules, and providing infrastructure to ensure scalability. This includes: ✅ Global transaction finality through Ethereum’s validator set ✅ Neutral and trusted settlement layer ✅ Standardized tools: Solidity, EVM, wallet, cross-chain bridge, RPC ✅ Huge developer ecosystem and trust base Ethereum’s value lies not only on a technical level, but also on an institutional and cultural level. When Rollup is connected to Layer 1, it inherits Ethereum's "brand authorization". The trust between users and builders comes from: Ethereum’s encryption technology + community consensus + decentralized values Rollups as a franchise arm Rollup operators are franchisees who operate exclusive "on-chain stores" and customize the environment, while assuming operational responsibilities. On the basis of inheriting the credibility of Ethereum, they can: ✅ Custom runtime: EVM, zkVM, WASM or custom virtual machine ✅ Customized fee structure: 0 Gas experience, fiat-anchored pricing, rebate mechanism ✅ Governance mechanism: DAO, multi-signature, token voting or social recovery ✅ Modify infrastructure: self-selected sorter, data availability layer (DA), cross-chain bridge, proof system ✅ Extended functions: identity layer, privacy precompiled contract, AI agent, etc. In short, Rollups are application-specific economies that fully control the execution environment while anchoring Ethereum to achieve trust and interoperability Just like McDonald's... McDonald's stores around the world maintain the same logo, but they are all operated locally. McDonald's in Rome adopts black and gold aesthetic to match ancient building ； McDonald's in India offers spicy cheese rolls ； You can drink espresso and eat macarons at McDonald's in France. Likewise: ✅ DeFi Rollup: completely eliminate gas fees + high-frequency trading optimization ✅ Game Rollup: Using WASM to implement real-time logic and user experience abstraction ✅ Social Rollup: Focus on throughput, on-chain messaging and identity These are "McRollups" - adhere to Ethereum's standards, settle back to Ethereum's base layer, and interoperate through a shared protocol Technical inspiration: The application boundary of zkTLS goes beyond “resume verification”” Rollup as product Operating a Rollup ≠ Deploy Smart Contracts - It's essentially like launching a company, or more accurately, a full-stack SaaS platform: ✅ Manage uptime: sequencers, data availability (DA), attestations, node liveness ✅ Recruiting developers: building SDK, writing documentation, and setting up ecological funds ✅ Supported users: wallet, block browser, support process, legal currency deposit channel ✅ Control the economy: gas tokens, cross-chain bridge fees, MEV fees, governance mechanisms The most successful Rollup teams will treat it as a business - a vertically integrated business entity (store + backend + distribution channel + monetization engine), composable but optimized for the user. The power of shared infrastructure Rollup's autonomy relies on Ethereum ecological collaboration to achieve: ✅ Standardized cross-chain bridge → interoperability standardization ✅ Shared sorting layer (such as Superchain, AggLayer, Espresso) → Atomic level cross-chain interaction ✅ DA network (such as EigenDA, Celestia) → reduce costs and maintain Ethereum consistency ✅ Unified tool chain → Developers don’t need to start from scratch This enables a seamless user experience - if synchronized composability is achieved, accounts, assets and identities can be transferred across Rollups as if within a single chain. Synchronous composability: A strategic imperative for Ethereum If Rollups are franchises, then synchronized composability is the logistics, coordination and communication network that transforms them from isolated branches into a unified global value chain. Without it, Rollups, while powerful, would fall apart ； With it, they will become a tightly connected, interoperable network of programmable economies What is synchronized compositionality? Synchronous composability allows smart contracts on different Rollups to interact within the context of a single transaction - in an atomic and deterministic way. Simply put: ✅ Rollup A contract can call Rollup B contract and return the result immediately ✅ Users can implement cross-chain operations just like on a single chain ✅ Developers do not need to design asynchronous bridges It turns Rollups into modular components of a unified system, rather than isolated chains spliced together by cross-chain bridges. No synchronized composability ❌ Rollups become economic islands ❌ Liquidity fragmentation ❌ Users encounter cumbersome cross-chain operations ❌ Developers are forced to adopt asynchronous processes ❌ dApps lose atomization logic This could break Ethereum’s superpower: seamless composability. synchronous combination ✅ Contracts interact in real time across Rollup ✅ Cross-domain flash loan/DAO made simple ✅ free flow of liquidity ✅ User-free cross-domain operations ✅ Ethereum as multi-style single chain Synchronous composability not only improves the experience, it also unlocks entirely new types of decentralized applications that would otherwise be impossible. How synchronous compositionality works (underlying mechanism) See in-depth technical specs: https://medium.com/@alonmuroch-65570/enabling-cross-chain-synchronous-and-atomic-messages-for-the-op-stack-eaa4e58c1d92 ✅ Shared coordination network: Deterministically sorts transactions on multiple Rollups (such as Optimism Super Chain, Espresso, Astria) ✅ Shared data available layer: Rollups publish and consume data from a common source, ensuring visibility across all chains (e.g. EigenDA, Celestia) ✅ Standardized messaging layer: Supports atomic, secure, verifiable cross-chain messaging ✅ Ethereum Settlement: All Rollups ultimately settle to Ethereum, where finality, data validity and dispute resolution come together Together, these components create a unified execution context among autonomous rollups. real world use cases ✅ DeFi arbitrage: Rollup A borrowing → Rollup B transaction → repayment (single transaction completed) ✅ Cross Rollup NFT: Chain A casting → Chain B game → Chain C transaction (completed instantly) ✅ Cross-domain DAO: Proposal/execution spans multiple Rollups (treasury operations + governance logic) ✅ Unified entrance: User-free cross-chain interaction The Dangers of Lack of Synchronous Combinationality: The Risk of Rollup Centrifugation As Rollups grow in terms of users, capital, and brand influence, their incentives to align with Ethereum will diminish unless Ethereum provides the infrastructure that allows them to remain composable. Rollup escape trajectory Without synchronized composability, Ethereum could lose the rollups it helped launch. As these Rollups mature—accumulating users, liquidity, and developer attention—they become increasingly self-sufficient. They rely less on the Ethereum base layer. At some point, the following logic becomes persuasive: “Why continue to pay the cost of Ethereum finality if we can’t benefit from shared liquidity or shared execution? ” This is the escape path. As more Rollups reach this threshold, they may: ✅ Self-built full-stack solution (sequencer/DA/cross-chain bridge) ✅ Anchoring Alternative Settlement Layers ✅ Prioritize vertical integration Every time a rollup exits, Ethereum's network effect weakens. Without composability, Ethereum will no longer be a connected organization of Web3, but may become another Layer 1, while Rollups will evolve into a cloud platform - autonomous, isolated, and increasingly indifferent to the future of Ethereum. Synchronous composability = Ethereum’s economic defense layer The core of Ethereum's retention of Rollup is to provide irreplaceable synergistic value: ✅ Shared liquidity → stronger market ✅ Shared user experience → higher retention ✅ Shared infrastructure → faster development ✅ Shared state → deeper integration This is similar to the network effect of Web2: the more composable Rollups are, the more attractive the entire ecosystem is. write at the end Ethereum Rollups are more than just Layer 2. They are franchised economic zones where founders become platform operators and users become citizens of an autonomous and connected digital nation. they: ✅ logically autonomous ✅ Customizable user experience ✅ Monetization of ordering and infrastructure ✅ Maintaining consistency through Ethereum’s finality and values This is not just "your application, your chain", but your chain, market and economy based on the track of Ethereum. Welcome to the era of McRollups.  🌉 ETH Shenzhen 2025 is officially here ETH Shenzhen 2025 is about to begin, a grand event gathering Ethereum core developers, infrastructure builders, AI innovators, and community evangelists! This summit has a strong guest lineup composed of representatives from Ethereum Foundation, Lido, Avail, Taiko, Chainlink, Allora, Hyperlane, Pharos, bloXroute, MegaETH, Mantle, ChainOpera, Morph, ZKM and other projects, and conducts in-depth discussions around cutting-edge topics such as expansion, infrastructure, MEV, the combination of AI and Ethereum, and the implementation of ZK technology. 👇Join the OpenBuild developer exchange group👇  ⬆️ Scan the QR code to add an assistant Related reading ETHShenzhen 2025｜Conversation on Ethereum’s next decade Show Code or Show Prompt? | 2nd ETH Shenzhen Hackathon Participation Guide ETH Shenzhen 2025 is officially here | Agenda and guests announced   |
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