When someone says they’re putting money in GOATs, what are they counting on? A career people remember? A card collectors keep chasing? A buyer who will be there when it’s time to sell?

I look at Steph Curry, Peyton Manning, and Barry Bonds to think through how demand builds over time. We talk about the cards collectors recognize, what a sale can tell us, and why a player’s name cannot make every purchase work.

Before you buy, ask yourself why you want that card and who else keeps coming back for it.

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