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One single tuna fish sold for $3,100,000 at a Tokyo auction. The buyer, sushi chain owner Kiyoshi Kimura, DRASTICALLY overpays on purpose every single year. He's won this auction 8 out of the last 9 years. After the auction he takes the fish back to his restaurants and serves it to customers at regular prices of ~$4.60 a plate. Meaning he loses millions every time. So why does he keep doing it? Because every time he wins, every major news outlet on Earth covers the story, and the media named him the "Tuna King." Those headlines took him from 1 restaurant to over 50 locations across Japan and Los Angeles. He loses money on every single fish. But the free media coverage makes him back multiples of what he spent. The $3.1 million tuna was never about the tuna.