By building a frame to represent the lights of the city, The Philosopher talks about the world of marketing. Marketing is the main motor of NFT sales. This makes us think about how much of our art is associated with advertisement and how much of what is bought is bought by aesthetical reasons or marketing and fomo reasons alone. Anyone from the NFT world is used to publicize their work on social media and understand it perfectly how their art must become a project, and that project must produce fomo. This is a way to think NFTs not as objects of aesthetical appreciation, but as mere assets from the crypto world. Now we can look at The Conceptual Frames series and ask ourselves how much of it is made to aesthetical and conceptual appreciation, and how much of it is part of a marketing project.