So big companies like Goldman sacks need to answer a lot of other questions. Can they get into a large position. Can they get out of a large position (without moving the markets). See if they go in an one rich client starts telling all his friends at the country club about the money he is making Goldman needs to be able to take in -and out- large sums of money. Individuals don't have to worry about that. The entire market capitalization of crypto is about the size of the One Company (Home Depot). It makes it hard to move large amounts of money.