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It's a file sharing protocol closely related to protocols like BitTorrent (https://ipfs.io/) a peer-to-peer filestore where you can host/seed files for others to use

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I know what it is. I meant in the literal sense of the word - what I was trying to say is that saying the full name doesn't really explain the technology or its value at all.

It gives you an explicit thing to search for, though, or at least the ability to infer.

We deal in an absolute maelstrom of acronyms. Being explicit when using them for the first time in a document is part of the social contract.

Okay, but at least I'd refrain from even mentioning the tech in the marketing tagline.

The customer does not care about the tech that much, they care about the value. The value is censorship-resistant and decentralized websites.

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