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The success is partly due to the sense of urgency it creates to get players to buy it before it is gone for good. They've had success in this regard with the Pro League bundles as well.
It only makes sense for them to make the seasonal outfits time-limited so they could make more money from them.
It's a silly tactic to be honest.
People who don't have the cash, won't be able to get it.
People who have the cash, and want it. Will get it even if it isn't time limited.
Like me, I desperately want the Blood Orchid set, but I'm broke as ♥♥♥♥ right now. So with this tactic, it only serves to annoy me to no end, put me in a bad standing for future content, and didn't earn them any cash from me.
So what and who does this tactic benefit really?