Extracting the last dollar: The normalization of assessing everything by its investment potential
When everything seems to double as an investment opportunity, the simple act of enjoying something for its own sake may become a luxury.

Do you ever look at old Pokémon cards or come across your parents’ Sony Cyber-Shot camera from years ago and think, “I wonder what that’s worth today?” In that case, here’s a recent story for you.

Just last month, in February, a Pokémon card belonging to social media influencer Logan Paul was sold at auction for a record-breaking US$16.5 million. 

This sale reflects not just the absurdity of card collecting but also a modern-day economic shift in which childhood collectibles, clothing, and even utility items like cars are increasingly treated less as hobbies and more as financial assets.

How did we get here?

Not long ago, activities like trading cards circulated primarily among children and teenagers. If you bought some new sneakers or clothes, your first thought was probably to show them off to your friends, as opposed to wondering how much they would be worth a couple of years from then.

It was in the past decade that this reselling and investment culture took off with the rise of social media. Many of us can remember the “hypebeast” culture that was popularized in the mainstream around 2017, where many social media influencers promoted popular clothing brands like Supreme and Bape, which were popular amongst skaters and streetwear enthusiasts.

It reached a point where people were camping outside of stores for days to buy items like a physical brick. What was special about the brick? Well, it simply had a “Supreme” logo printed on it. 

Many consumers went to such extremes in hopes of reselling these items for a considerable profit. If that was not absurd enough, in 2021, Nike Vice President Ann Herbert had to step down after 25 years of work, because her son was caught reselling Nike sneakers with profits estimated in six figures. 

Although this “hypebeast” culture eventually faded, it normalized looking at everyday objects as investment pieces.

The perfect storm

Recently, 2016 trends have made a comeback ten years later, with people listening to throwback songs and emulating nostalgic trends.

Once ubiquitous items like digicams, CDs and MP3 players have turned into novelty items, each with its own market. The recipe is simple—sprinkle in the sensation of trendy social media content, and you have the perfect formula to promote and advertise a market that would’ve otherwise remained exclusive to hobbyists. 

Notice how in the introduction, I mentioned “influencer” Logan Paul being the individual who sold the rare Pokémon card. Paul made headlines in 2021 when he first bought the card for around US$5 million. He then spent the subsequent years promoting the item through his platform. This was part of a larger trend that prompted the rise of influencers who specialize in card collection. And of course, many of them focused on trying to flip a profit.

This trend has even seeped into other markets like cars and clothing items. Many of these markets have curated social media pages that piece together metrics of sale prices and market patterns. And all of this is to help consumers target what could potentially be a good investment.

What about traditional markets?

Albert Einstein once dubbed compound interest the eighth wonder of the world. Traditionally, when people thought about investment, they would look at high-interest bank accounts or stock index funds such as the S&P 500. The last place you would look for profit is in a trading card game you played as a kid.

However, the rise of speculative hobby markets becomes easier to understand when looking at the broader economic landscape. 

According to the Fraser Institute, a typical family now needs to save roughly 42.9 months of post-tax income, just to afford a down payment on a home in Toronto. Average new car prices have also climbed to roughly C$63,000. Meanwhile, wage growth has struggled to keep pace with inflation.

Furthermore, traditional markets such as the stock exchange can seem daunting to many of the younger demographic. So, naturally, if you find out that a hobby of your interest can be leveraged to make a quick profit, you’d be more obliged to do so.

Loss of fun and the growth of fatigue

The biggest downside to this non-conventional market is the fact that it takes away what makes a hobby enjoyable in the first place. 

Say, for example, you’re a car enthusiast, and you grew up watching movies like The Fast and the Furious. Well, that Toyota Supra driven by lead actor Paul Walker has now become a near six-figure collector car. 

And even if you do save up enough, it is going to be hard to enjoy your purchase. As thoughts like asset depreciation will creep in, and what was once your passion becomes a burden.

If a market becomes too profitable, it attracts investors who may not be enthusiasts or hobbyists in the first place. Sticking with the theme of cars, auction house RM Sotheby’s recently reported 2025 to be its most financially successful year in terms of car auctions. And it is hard to imagine that every one of those buyers was a genuine enthusiast and not a person who was looking to make a quick buck. 

Be it cars or any other hobby, the prospect of their lucrative market prices deters individuals who are passionate but unable to afford their ever-rising prices. 

What was once a source of enjoyment gradually becomes another arena for speculation. Whether this market trend is good or bad is difficult to say. But it’s not uncommon to think that we’re grasping at straws, in hopes of remedying the symptoms of an uncertain economy.