You can make anything seem valuable by bankrolling a sock puppet buyer to buy from you at a fantastical price while others are watching.

Cryptotokens work particularly well because of pseudonymity, a very receptive audience and exchanges that will happily provide a stage for just about anything as long as they get a little cut.

Competition between similarly inflated tokens make success and failure a matter of storytelling quality. The legend doesn't even have to personally convince anybody, but it should lend the sock puppet buys some plausibility.