Leon, I guess it depends on how you look at it. I buy a case every year, and have no expectations of getting anything valuable. It's all manufactured scarcity anyway. My goal is the same as when I opened '71 packs as a kid- to put together a set, and to see the players I see at the ballpark.
Every year I get pretty close to a full set, with typically 2 extra near sets. The nice thing is that since the cards are worth very little everyone just sends each other whatever they need, with no worry about value.
To me it's just entertainment, not gambling. If the set rises in value over time (and Heritage seems to be one of the few modern exceptions that does, albeit incrementally) then fine, if not it's still fun.
Just like collecting as a kid.
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