Chess got more popular after computers beat humans, not less
Chess.com started as a $56,000 domain bought out of a 2005 bankruptcy auction that essentially every investor called uninvestable, and now runs 10 million daily active users, 250 million registered members, and over $200 million in revenue with no capital ever raised to grow it. Machines crossing superhuman actually made the game briefly boring, when everyone ground out Stockfish-approved endgames, and then far more exciting once neural nets like Leela started playing aggressive, unconventional chess that pushed human play forward. On expertise there are no shortcuts in the process, only in the tools: "if you just take any given day in your life and multiply that by a thousand, that's kind of what your life looks like." The founder advice is to ignore the founder advice, since the 2005 playbook said hire a technical cofounder from Stanford, raise money, and chase a big market, and doing the exact opposite worked. Next up is Gambit, a poker site that brings the chess playbook of ratings to a game usually scored by chips: how good are you really, not how many M&Ms can you rebuy.