Can someone please explain to me why MAC would release limited edition makeup?

I can (kind of) understand the whole limited edition Hermes bag thing, I mean they retail for like $10K USD.  But eyeshadow??  We’re talking about a $14 to $20 CDN purchase here.  Yes, I am frustrated and yes, I would likely pay a bit more than asking if someone, anyone, could find me this, preferably in Quarry, but I would settle for Tectonic.

Thanks for listening.