As an expert Web3 marketer, I've had the opportunity to work with many different projects in the cryptocurrency space. While some have been successful, others have not. In my experience, there are a few unconventional reasons that can contribute to a project's failure.

1. Lack of community engagement: Many projects in the crypto space focus heavily on their technology and features, but neglect to engage with their community. A strong community can be the backbone of a project, providing support, feedback, and advocacy. Without a community, a project may struggle to gain traction and gain adoption.

2. Failing to adapt to the market: The crypto market is constantly changing, and projects that fail to adapt to these changes can quickly fall behind. For example, a project that initially focused on privacy may find itself struggling to compete in a market where scalability is a more pressing concern. Being able to adapt to changing market conditions is crucial for a project's long-term success.

3. Lack of transparency and accountability: The crypto space is often criticized for its lack of transparency and accountability. Projects that fail to provide regular updates or communicate transparently with their community can quickly lose trust and support. On the other hand, projects that are open and transparent about their operations and goals are more likely to gain the trust and support of their community.

In conclusion, while technology and features are important, there are other unconventional factors that can contribute to a project's success or failure. Community engagement, adaptability, and transparency are all critical for a project's long-term success in the crypto space. In order to be successful in this space, projects must understand the importance of these factors and actively work to address them.