People Are Setting Themselves on Fire and Getting Punched in the Face to Pump Their Crypto Coins

One night in May, Mikol Ayala stood in an empty parking lot in Florida with his arms out to his side and legs akimbo as two people covered him in isopropyl alcohol. “Get ready to put me out,” Ayala told them. Then the fireworks began.

The scene, illuminated by a pair of car headlights, was being livestreamed on X. The aim was to promote Ayala’s crypto token, Truth or Dare. “Don’t get FOMO, drop a bag on $DARE!” read a graphic layered over the feed. Ayala had been filming himself performing stunts all week—drinking bong water, smashing up his TV, and so forth—but this one went too far.

Ayala dodged the

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