SBF Sam Franklin has been on the cover of a ton of magazines. He's bought naming rights for FTX of the Miami Heat Stadium. The company retained a very large portion of them on its own balance sheet and then was holding a very large amount of them as customer deposits. And essentially what Celsius was apparently doing was taking user deposits and then using them to pump the price of this coin up. They would buy when they needed to make it go, go up in price. They would sell when they went down.

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