Given that content creators retain copyright over work they upload to platforms, that platforms explicitly provide that guarantee, and that much of the current NFT craze is around speculation on already-potentially-valuable digital content, I agree.

One possibility that occurs is: for decentralized infrastructure, where no organization can attest to the identity of an original author, then it might make sense for that author to 'claim' their content when they upload it (at which time, for most authors, it would have zero value).

That could be a way for authors to retain and claim value for their work over time, while also making a public copyright claim.

That's all conjecture on my part; I don't really understand the hype yet, either - or whether it will last.