The purpose of alpha is as follows:

1. To stifle the opportunity for secondary exchanges to overtake by listing all market cap tokens, which was a common method used by secondary exchanges to create a 'wealth effect'.

2. When Binance is experiencing a significant loss of users, there is an urgent need to attract new active users to compensate for the decrease in trading fee revenue.

3. To leverage alpha to avoid the 'crash upon listing' issue in its own exchange, allowing Binance's 'wealth effect' to re-emerge.