The new business venture by the Trump family is generating intensifying criticism and ethics questions, even as it has turned into an overnight phenomenon, generating a windfall on paper.

The token TRUMP saw bigger gains in four hours than the S&P 500 has in three decades. Donald Trump didn’t want to wait until his Jan. 20 inauguration to deliver on his promise to be the first crypto president.

President-elect Trump has launched his own crypto token called Trump coin. In less than 24 hours, the coin has had a 12,000% gain and has seen billions in trading volume.