this is the standard playbook for every cryptocurrency ICO since around 2013 (which IIRC is before the term ICO was even around). I'm sure it's no different for NFTs, which function rather like a single-coin ICO.
the only twist is that with crypto its possible to run this shell game much faster and with far less transparency thanks to pseudononymous accounts and the overall infrastructural obscurity that early stage crypotocoins enjoy, coupled with the near immediate price signal propagation possible in a purely virtual marketplace.
coinmarketcap owes its entire existence to its incredibly effective utility as a synthetic demand amplifier for extremely shallow, closely held token markets.
edit: forgot to add that when promoters need their own FOMO plant in the financial/tech media, one that talks up the amazing crypto-futurist potential of their new coin, a common payola tactic was to send the target journo a wallet preloaded with a "few coins to play around with, just to see how it works." Then simply sit back and let them figure out for themselves how to turn a routine $500 story assignment into an easy, practically untraceable $5k cash out. wash, rinse, repeat with a new ICO next month.