The JPM coin joke

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When a company takes, fiat, converts it into it's inhouse digital coin, sends it overseas, and converts it back to fiat, the question is why? What is the point?

If the JPM coin is designed to replace the swift system of transferring digital 1's & 0's then they will need a lot of outside banks to come on board. Does this mean that JPM are a money exchange? Are there rules in USA for that?

The whole concept seems very strange, given XRP has taken over Swift back of house, and BTC is a global currency.

This seems like someone woke up with a bright idea, and got sign off, before thought or breakfast was done.

https://www.cryptoglobe.com/latest/2019/02/jp-morgans-jpm-coin-under-heavy-fire-from-all-corners/