Part of if luxury good appeal is that that proof of work creates additional value. For example if you had be the first to solve a complex puzzle, wait in line for 24hrs or even have the fastest bot to get the item. That creates hype and adds to brand value.
Nike then cashes out that value by making partner stores Buy their shitty products to get a chance to score the good stuff
Nike then cashes out that value by making partner stores Buy their shitty products to get a chance to score the good stuff