Considering that the name of the company is "super rare", the excuse could be that this stuff will be impossible to get a hold of, ala LRG. I wish these companies would just move to a preorder method to gauge true interest, rather than pander to collectors/hoarders, but I guess I can't blame them. Some people will buy anything if you tell them right off the bat that it's rare. Just always rubs me the wrong way.