In this episode of PMFers, we sit down with Will Warren—co-founder of 0x and one of the earliest minds in decentralized exchange infra. From the wild west of CEXes to pioneering off-chain intents and launching Matcha, Will takes us through nearly a decade of Ethereum’s evolution. We unpack the birth of 0x, why early dev-fit doesn’t always translate to user-fit, and how building infra without control of your destiny leads to vampire forks. Will shares his biggest pivots—from open order books to developer-first APIs to consumer products—and what it really takes to build sticky onchain experiences. We also explore the zero-to-one path of onchain exchange, why building tech-first is a trap, the case for scaling Layer 1 without abandoning Ethereum’s values, and how the next generation of builders might emerge from the alumni networks of top crypto orgs. Whether you’re into intents, infra, or impact, this one’s packed with hard-won lessons.