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.

A Pokémon-shaped Flamin’ Hot Cheeto nicknamed “Cheetozard” has sold for $87,840 to an unnamed buyer, the Goldin auction house said on social media. The 3 inch (7 cm) long Cheeto, shaped like the character Charizard from the Japanese anime franchise, is affixed to a customized Pokémon card and enclosed in a box.

A “Flamin’ Hot” snack with an uncanny resemblance to a fire-breathing Pokémon was a hit on the auction block. First it needed a custom case.