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Login to view image So you have to join B&O's Discord, to get an "allow" to bid for an NFT, using your third-party Ethereum coins (and having loaded a browser plug-in to manipulate your wallet)... which NFT, when minted, will be a randomized grouping of product & surfaces...  That's a lot of steps to get into the nightclub with ~2000 others.  As I read it, the only physical manifestation they have committed to produce -- which your NFT "allow" you to purchase -- is a Skiniplay cover for the A9, showing the art in static form.  ("some" art?  your specific NFT art?  they say limited edition which implies a production run and not custom-per-single-user NFT) To @kuyttendaele who wondered why survival mode could countenance this: It's free money for selling ideas, kind of like software was viewed in the 1980s, and unlike software, there's no post-sale customer support:  The work is all done by third parties, from the currency to the art, even to the physical production ultimately farmed out.  (For now, anyway.)  All B&O need is a contract giving them absolute yes/no editorial control -- and one young, low-paid, but fashionista employee to run the thing.  Makes the design staff happy too, if their ideas are picked up as that particular art channel. It's good advertising, and maybe even buzz for the youth market, even if the youths don't want or get out-bid on the NFTs. [Edit: Since the B&O NFT web page first linked above itself has a broken link to the HighSnobiety article, here it is.  They include an explanatory P.R. quote from Christoffer Poulsen: https://www.highsnobiety.com/p/bang-and-olufsen-nft-collection/ ]