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Because many players were able to easily get the promotional items at the time, the collectibles weren't believed to be worth that much

It also happens to trigger Celebration on its own

Looting and making a Treasure for two mana seems great in a reanimation or graveyard deck where you can pitch your Atraxa or Titan of Industry and ramp toward your reanimation spell a turn earlier

All of this while you couldnt use half of your deck because of the item lock restriction

It doesnt command much of a premium however, since players who want to max-rarity their decks will opt for the full-art Ultra Rare version instead