In early 2022, Arun Sundararajan wrote a Harvard Business Review case study about how established brands could utilize non-fungible tokens, aka NFTs, right before the crypto market tanked. In the piece, the Harold Price Professor of Entrepreneurship at New York University’s Stern School of Business tried to make sense of the then-crypto craze, mentioning that tech firms like Twitter and Facebook (now X and Meta, respectively) were allowing more user customization through NFT avatars.
