that part is just money laundering and marketing. the end point of NFTs is to try to end piracy which is why companies are taking it seriously. everything on the blockchain or 'web3.0' is/will be tracked and recorded. The NFT is the authorisation licence. so for example Amazon will be given the NFT rights to sell a book. if you try to do the same on your random site, it can be checked to see if you're an authorised seller or not and track where it came from to fine and charge you.