The Rat and the Cheese

First off, I am incredibly Murad-pilled and bullish on memes at the moment. This is not financial advice. I do hold this token. I want to introduce to you my DD on a memecoin called $cheese, because I myself am a believer. Partly I am writing this to share, partly to rationalize my own investment. If this never gets posted, then I stopped believing while writing it.

Chapter 1: From 4chan, with love

Cheese began on 4chan’s /biz/ towards mid November, 2024. 4chan is known for (as they describe it) its highly autistic energy and crassness. They are credited with memes like Pepe, Apu, and Giga (Giga I am actually not certain about but nonetheless) – each of which is a multi hundred million dollar meme coin right now.

They are known for their stunts and infamous hacker groups like Anonymous. You’ve probably heard about fax machines at evil corporations getting thousands of all black pages, pizzas being sent to the homes of public enemies. They even called in an airstrike once. The /biz/ board in particular is a board based on finance, and other coins birthed here in the past quickly formed a community and mooned when this autistic, crass energy was applied.

Cheese in particular was started after the entire board came together. They had been watching meme coin madness unfold, and were sort of missing out in it. Cheese was launched on pump fun after one of the posters wrote “Mouse Pepe, just call the coin CHEESE” in a legendary thread that called for the board to make one last meme coin so they could partake. Thus $cheese was born. It really was that simple, and the entire board was behind it without much thought at all.

Many of the users on /biz/ are older these days, and they’ve seen a few crypto bullruns. They’ve missed 2017, 2021, and do not intend to miss out again. They have a little bit of money now that they’ve aged, and perfectly reflect the archetype that Murad paints in his twitter talk on meme coins. The thesis of which boils down to the fact that technology or utility in a crypto doesn’t matter, the product is the coin itself and more importantly the community. Look at what Bitcoin taught us.

These humble beginnings for Cheese produced soldiers that are dedicated to the cause. It’s a group that generates better memes and energy than even high market cap coins like Moodeng, and they are all diamond handed, experienced hodlrs, as we’ll see in the next chapter.

Chapter 2: The Rise, The Rugs, and the Community

Recognizing the above, almost everyone on /biz/ hopped onboard. The coin skyrocketed to nearly 30m MC in a few days. It was poised for greatness, set to jostle for the throne with other 4chan tokens.

Then the telegram group got deleted. The dev claimed it was hacked. Overnight, the market cap dipped below 2m.

I watched this personally on telegram. Even in the face of demise, the energy was electric. Thousands of replies scrolled by, videos of men beating drums in anger, frogs hanging from a rope, bears getting blown away by disgruntled Cheese pepe’s.

Despite this, the core group held on, kept meming, eventually turned back to positivity, and the coin rose again.

What we would find later was that the dev deleted the telegram and rugged everyone. There was no hack.

Chapter 3: The Takeover of Cheese and Minds (Rent-free)

A few days later, the dev would rug again with his remaining cheese stack, this time following the Apu lore by posting Palladius’ famous line, “Frens, I’m rugging” in the chat. The price again dipped, but a dedicated few from the community formed a CTO and ousted the dev in the resulting chaos.

The market cap roared again, then slowly bled to a 2m mc floor over the past couple of weeks as some of the holders have been struck with fear, uncertainty, and doubt with all the happenings. This is where we sit now.

Despite this, the coin lives on in /biz/’s subconscious mind. Users frequently come back to the telegram and commend the community on “brielieving” in something. The community continues to generate fresh memes. Top wallets hold. Large buys in the 10s of thousands are made.

It’s like you can’t kill them. They argue, they fight, they have a good time, they have a bad time. But whatever they do, they do it together. 24/7 around the clock they are still shilling, raiding, and drawing pictures of the little green rat mascot.

This is possibly the strongest community in the meme world right now, and this thought lives rent-free in former participant’s heads, some of which are already coming back to buy.

Chapter 3: King Alexander

It wouldn’t be found out until later, but an Apu whale named Alexander would be doxxed. He is involved with Lily coin as well, and took action to rescue Cheese during the two rugs. A partnership between Lily and Cheese formed.

Alex, masquerading as the Cheese King, scooped up the dev’s supply as he dumped. He created new liquidity pools, added APU, GIGA, and LILY pairs, and stabilized the price of Cheese. He breathed hope into the community while also airdropping lily to cheese holders and vice versa.

In addition to taking action on the coin itself, Alex is involved in the community. He works with the admins on marketing strategies, taught them the importance of posting frequent updates, organized a Cheese buyback that funded a marketing pool. Plus, when users contribute to the marketing pool, he matches their contribution at 100%.

Alex is a true CEO, something many coins and community takeovers lack.

Chapter 4: Why I Believe

Despite these setbacks, watching this community over the past months has been quite possibly one of the most fun and exciting things I have seen on the internet.

I’ve cried laughing at the memes, the uproars, the upsets, and also when things are looking up. I’ve had wholesome moments when they post two tiny rats hugging saying “Gouda night fren”. They are genuinely a group of brilliant minds and their focus is on memes that have, as they call it, “SOVL”.

Memes ultimately win hearts and minds and win the war. I am rooting for the Cheese team to win. I want to see this mostly because, as they say, “they want to see the dev rope”. It’s a classic revenge arc where the good guys are the hodlrs and believers.

Long story short I believe in the community. Given the lore and the rent-free status, many of those /biz/ users will eventually come back. If (when) /biz/ comes back and we go to 30m mc again, Cheese in my opinion is slated for greatness. It may take them months, but it’s clear this group will not give up. And this is what Murad says will win the meme war.

Thanks for coming to my ted talk, hope you enjoyed. Check out the cheese website or look for it on dex – it’s the one with the green mouse.