I don't get it, either, especially with the Kodak news today. Like, someone please explain if I'm misunderstanding, but can't pretty much anyone create a cryptocurrency? Do I instantly become valuable if I create one tonight?
Cryptotokens work particularly well because of pseudonymity, a very receptive audience and exchanges that will happily provide a stage for just about anything as long as they get a little cut.
Competition between similarly inflated tokens make success and failure a matter of storytelling quality. The legend doesn't even have to personally convince anybody, but it should lend the sock puppet buys some plausibility.