A single tuna was sold for $3.1 million at the Tokyo auction.

The buyer is sushi chain owner Kiyoshi Kimura, who almost intentionally bids high every year.
Over the past 9 years, he has won 8 times.
After winning, he ships the fish back to his restaurant and sells it to customers at regular prices, about $4.60 per plate.
In other words, he loses millions each time.
So why does he keep doing this year after year?
Because as long as he bids on that fish, mainstream media worldwide will cover the story, and the media even nicknamed him the Tuna King.
These news stories have helped him expand from a single store to over 50 locations in Japan and Los Angeles.
Every fish is a loss-making venture.
But the free exposure gained far exceeds the cost spent.
That $3.1 million tuna has never just been about the fish itself.