This has always seemed very odd to me, along with the even odder "electronic copies" (PDF's) which cost nothing for the seller (seems pretty iffy).
Would be nice if Topps would mail these out to people who buy boxes and boxes of stickers from them (hint, hint). 
Customer loyalty (and many other forms of loyalty) seem to mean nothing to a lot of business, stores, employers these days. They only care about attracting new customers and the hell with the exsisting ones. It is actually very sad and unfortunately does not match what you were probably taught as a kid. Don't get me wrong, there are times when some places do value loyalty, but they definately are the minority.
