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.

On March 2, a Flamin’ Hot Cheeto shaped like the Pokémon Charizard sold at auction for $87,840. Nicknamed “Cheetozard,” the viral fire-breathing-creature-shaped snack was sold through Goldin, an online auction house specializing in trading cards, collectibles and other memorabilia.

Shaped like the character Charizard, and nicknamed Cheetozard, the uniquely shaped spicy snack was sold for $87,840 by Goldin Auctions.