multiple factors in play
Some of these points have already been mentioned
1) Basic supply and demand and I would sadly have to argue that there are is a lot greater demand for the "hot" rookie cards of the games greats than let's say a game used bat form any of them - in part that begs the question why? Onto #2
2) The 3rd party grading companies (love them or hate them) and the ease of finding up to date pricing (think Ebay history, PSA database, VCP, etc) in addition to the fact that there are ongoing regular sales of most of these cards make it easy for less experienced collectors to enter this market. That I'm aware of there is no "one stop" source for a history of memorabilia sales? Bottom line information is alot easier to find for cards than for memorabilia creating a much easier entry into the market.
3) A lot of collectors I would argue are drawn in some way because they were exposed to baseball cards in some way as a kid so they come back looking to build on a piece of their childhood.
That's all I've got for now.
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