From what I’ve observed, when new products (like a juice brand or tech gadget) hit the market, companies typically invest in foot soldiers, influencers, and even choreographers to create buzz and spread awareness far and wide. That kind of coordinated marketing effort is something I haven't really seen with Bitcoin.
That's because Bitcoin is an innovative digital currency, and every innovative technology introduced never needs any foot soldiers. At the end of the day, people will need to use it whether they like it or not. They have no choice unless they want to miss out on the opportunity and benefits the innovative technology presented.
This is what the institutional banks sees before they choose to take back all the negative things they once said about Bitcoin and decide to accumulate it.