they are paying for 1. unique new coin design
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exceptionally low mintage for an instant rarity.
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They are wealthy and don't think clearly.
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They want bragging rights to having a coin that you won't have.
the mint has decided to make the money taht others would make in the after market.
so they aren't pricing the coins the way that they used to price them.
most collectors are NOT buying coins from the US mint these days.