That and the problem is, you only get one and then after it's nothing but diminishing returns. They think in the board room, The Hobbit is going to go toe to toe with LOTR because it has a one ring reprint. They fail to realize that The Hobbit is nowhere near as popular, but their target audience had to buy 4 sets of cards earlier in the year at higher prices. Not only that, but these sets are bloated to no end.
Warhammer SHOULD have been a set, but GW would have charged them through the ass for the IP. On top of that, the ship has sailed because it's years later, and people have moved on. Same with Doctor Who, but the show is cancelled and relevance is gone. WoTC has not learnt to stop being impulsive, but the boardroom is full of hive-minded people who all think the same. This is why I can tell UB is a hrab and not a realized concept, MarkRo knew the company was facing a gun, so impulsively thought of Fortniteification.