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* Artificial seeming scarcity out of something that's inherently abundant
* No actual ownership of actual thing
* Instead, a overly-detailed focus on mechanics of the process: We will send you a gilded certificate; we will put your entry into a leather bound book; this cook will be registered with United States Copyright Office; it will be added to Library of Congress, etc etc etc - giving seeming legitimacy to the endevour
The only thing that's missing, and it's a critical difference, is the complete lack of secondary market for named stars :D