Actually, it turns out that the theme-deck-exclusive holo/non-holo cards started in EX Magma vs Aqua (as far as I can tell) and have been in decks of most of the sets since then. Expedition has rare holos, rare copies of the holos, and reverses of both of them, hence four of that same card. E-Aquapolis & E-Skyridge have special subsets for holos, the regular holos do not have reverses, while the rares in the main set do have reverse froms. Reverses have been in existence since Legendary Collection.