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Josh K.I will put my two cents it for the postcards. Contrary to an earlier post, I dont think that the fact that it was issued with a post card back means they werent intended to be collected. Many exhibits came with postcard backs and I think it is accepted that they were meant to be collected. It is just as likely that the postcards were meant to be collectibles but the pc back was added to appeal to non-collectors and widen the "audience" that would view any advertisements.
Further, there are plenty of items collected today that werent meant to be kept as collectables (incl. postcards of all kinds, coke bottles, etc.). In fact, one could argue that tobacco cards were never intended to be collectibles but were solely intended to be a form of advertising.