A Charizard-shaped Cheeto sold for $88,000. But why? The internet’s obsession with rare snacks, meme culture, and collectibles is reshaping what we consider valuable.

The three-inch-long “Cheetozard,” a Flamin' Hot Cheeto that looks like the Pokémon Charizard, sold for $87,840 at auction at Goldin.

As you can see, people are willing to pay a lot for Pokémon items. According to Forbes, the earliest version of Pokémon trading cards can fetch a high price—sometimes over $300,000. Charizard, in particular, is one of the franchise’s most popular characters.