How can business people become patrons of NFT art? Benefactors and not just speculators?

Yesterday Jonathan Jones wrote, "The Bored Ape NFT craze is all about ego and money, not art." https://www.theguardian.com/artanddesign/2022/jan/04/bored-ape-nft-art-eminem

Is the transformation of NFT art into "ego and money" an inevitable result of current capitalism? 

David Bentley Hart, the imaginative novelist and brilliant philosopher, thinks so. "Capitalism is nothing but a system for commodifying everything. It even commodifies dissent from capitalism. Look at the revenue from t-shirts from Occupy Wall Street..." 

Does it have to be this way? Will business always be subject to critiques like Anu Khandelwal's "cashflows only matter in the capitalist world!" Or, Damon Troth's paraphrase of Oscar Wilde, "They know the price of everything; and the value of nothing."

Do we have examples of other ways business people have related to art?

In the past, business leaders have been benefactors of the arts. 

How can this generation of digital and blockchain business people  become patrons of NFT art, as such? Irrespective of the pecuniary value of the individual works. 

What is in our power as business people and business educators to change the situation? To inspire a higher view of the value of NFT art? 

How can we use our influence to promote human flourishing via NFT artworks?