Why Is the Economist Auctioning Its "Down the Rabbit Hole" Cover as NFT?

From youtube.com/coindesk

The Economist is auctioning its Sept. 18 cover titled "Down the rabbit hole: The promise and perils or decentralised finance" as an NFT. All proceeds go to the Economist Education Foundation, its independent charity. Alice Fulwood, a Wall Street correspondent at The Economist, shares insights into the launch and the possibilities of decentralized web in providing new ways of distributing media.