I've been seeing them in my emails for the past couple of days, even as a featured product.
I don't get any emails from Topps anymore. When I used to get them years ago, I only got sports card emails even though I've never ordered anything sports related from them.
I guess the same person who handles their email department is the one who's in charge of making sure that the puzzles line up correctly with the numbers in a 9-pocket sheet, the fronts and backs of the coupons aren't oriented in opposite directions, and buying 10 packs of weekly series gets you all the ludlows and the coupons. It's Just a guess.