1. Create tokenized item with no actual value (Z = 0)
2. get people to spend real money on random token.
3. collect the money at a high arbitrary value (X)
4. Collect the money at a lower, yet still arbitrary value (Y)
5. Enjoy X+Y-Z profits

Trump never put his money in any of it. He created a random token out of thin air and people willing threw money at it.