I'm not too sure of Pokemons marketing strategy. I buy packs and boxes impulsively to attain play sets of every card. Cognitive dissonance gets the best of me as I spend wrecklessly, full well knowing it's far more cost effective to buy cards individually... But eh my kids and I enjoy the mystery of opening them. But since these massive sets have come out my spending has significantly decreased and I buy the majority of my cards individually. I wonder how many others have crossed over to more rational spending habits?