Who makes money from the original NFT? Why would the game company not want to capture the revenue with their own NFTs? And why would Decentraland then honor t

Who makes money from the original NFT? Why would the game company not want to capture the revenue with their own NFTs? And why would Decentraland then honor the NFT some other game company issued, instead of issuing their own? Any entity who's providing utility associated with the NFT is going to want to sell their own NFTs - why would they do all the work only to have some third party capture the value?