I can see arguments for both sides. When I first started out, I tried to grab backs because they are cool and why not, right? But I'm with Clayton, I'd much rather grab a player to add to the set than mess with spending multiple times what a card is worth to add a different back to my collection. However, I do like backs and will try to get a few if the price isn't outrageous.
That being said, it all depends what you are going after...if you are going for a back run or you are a type collector, then the answer is back!
I'm a baseball card collector, not a tobacco company collector

