An estimated 23% of the whole 21 million supply of bitcoins have been lost over time,
That is mostly a nonsense estimation because what they do is to consider any coins that hasn't moved in n number of years as lost! For example I have some coins from 2014 that haven't moved for almost 9 years and yet said sources claim they are lost!!!
so no wonder there's a market for this type of issues.
There really isn't. Most of what you see is people scamming each other with fake wallets and just because you saw a single real story that doesn't mean there is an actual market.
