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Answer: To make you look at the shop every day.
Suggestion: Remove it from the shop and stop being manipulative.
That’s called marketing. Might as well say remove all game suggestions from your steam queue.
Have it start at X time and you got the whole day till X before it resets. Instead of having the timer for everyone individually.
Shillings and chests are nice, but I feel like regular players are probably more often chasing reds. You could even gate red dust rewards behind an achievement if you're worried that noobs would have access to reds too quickly.
Except steam is for selling games and here's a game trying to sell me parts of the game.