Gary Vaynerchuk (Gary Vee) has a huge chunk of responsibility for hyping up the hobby, and especially all the people who were rushing Walmart/Target/retail (though he wasn't advising them to rush retail).
He went all-in with huge hype to the "hustle culture" people about the investment aspect of cards in 2019-2021. Writing, many videos, etc.
All those sneaker heads and others that were a bit out of place in the hobby, or starting breaking streams when they couldn't even pronounce player's names...people like that.
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