Old marketing strat. The idea is just to get people talking about the brand. If the limited-run item doesn't sell, or if there isn't an uptick in the regular product's sales (normally there isn't) it's no big deal. The brand got more staying power in the public's mind. That's what matter.

I suspect the uptick is in the limited-time-only. Maybe a chance to capture new customers too.

The only time I ever see limited run items is when they are on clearance shelves or at the Amish clearance place because they are absolute shit. I guess I’ve rarely actually seen limited run products near the original.

Sometimes I buy them at the steep discount (couple bucks tops) to see if I’m missing anything. Usually not. For example I bought some cotton candy balls.. think cheese balls but blue and cotton candy flavored. Except they tasted more like marshmallows, being a cornstarch puff.. I still have most of the container because they weren’t very good lol