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To be honest--and this could just be me here--before MLP, I never really actively bought blind bag or box items seriously, they were just something neat to grab one or two of, open (preferably with a friend), and see what I got. It was the surprise that was the exciting part, not the collecting part. Could Hasbro be thinking they're not gonna get many repeat buyers, so they may as well do the same characters over and over?
I see them get bought in bulk for parties, presumably to give one to each guest or something similar.
It probably looks too much like I.