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.

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

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.