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It's because despite what people had said for years Hasbro doesn't want GI Joe to be dead, so they had this one in development for three (two? I don't remember) years with product testing with children. And yeah they are putting more effort into it than other lines which are proven sellers, and they're confident enough in it that it's not packaged with a BAF.
I don't actually know if kids like this line but I have never seen them in stock anywhere so I assume they're selling well
