That happens every single time when something is hot--it doesn't matter what it is.  All sorts of idiots get big, cartoon-style dollar signs in their eyes and hop on whatever bandwagon they think is going to lead them to their dreams of financial freedom and infinite free time for masturbation.  It happened all the times when bitcoin was on fire, when ICOs and DeFi were hot, and the flavor of the month now is NFTs. 

Remember I said "idiots".  They're the ones who usually get scammed because they have no clue what they're doing.  Of course, anyone who's in the NFT space doesn't realize that the bandwagon is headed off a cliff, but that's another story.  They've all got blinders on, and it's all retarded to the max.