Aave Labs has proposed a governance plan, "Aave Will Win," to direct 100% of revenue from Aave-branded products to the Aave DAO. This proposal, linked to the upcoming V4 upgrade, aims to establish a token-centric model where all product revenue supports the community treasury. The AAVE token rose 2% on the news, despite a broader market downturn. The plan addresses community concerns over control of Aave's brand and assets, proposing a dedicated foundation for intellectual property. Aave V4 is designed to facilitate faster market expansion and product launches, supporting specialized use cases without altering the core protocol. The proposal seeks to align product development with token holder incentives, positioning Aave for growth as fintechs and institutions enter DeFi.