It's probably because of the "rules" about what counted put out by Beckett years ago.
The general gist of it is that the set has to be mainstream which i guess translates to available at retail, so update sets only sold through dealers don't count, regional sets don't count etc. That is probably extended to sold over the internet only as well.
Do any of the ETopps cards count as rookies? It's been so long.
I always read their rules as "a rookie card is a players first card issued, as long as it exists in big enough quantities that all dealers can hype it and readily obtain inventory. "
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