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.

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.