The thing is Pokemon does not like gambling. Its one of the reasons they removed it from the game to prevent kids from developing bad habits. Buying these "random" booster packs is gambling and with packs at almost 5 buck, it ends up being a huge loss. Ratios were changed at the beginning of black and white. No box had consistent pull ratios. Why should I waste 500 bucks buying a case of cards when I'm only looking for ultra rares? I did that last time and wasted money. I rather gamble within ratios for a children product. I'm not in Vegas, I'm playing Pokemon.
I dont care what ultra rare I get, as long as I get them in about every 6 packs. I dont play Pokemon for a return. I play it for fun but those who do wish to resale, deserve competent ratios of rares.
I dunno about older sets of BW, but Dark Explorers had set rates. One guy on YouTube even cracked the pack art pattern and could pull only Ultra Rares from boxes. He'd go through, take 3 EX and 2 FA I think, then move on to the next box. Then I remember when Dragons Exalted came out people were going on about crazy random ratios. Repeat for BCR, PS and PF.
It's gambling in the sense that you want a "good" card, ie valuable.
It's not legally gambling because you aren't putting in money hoping for more money out. You're buying a product, which may or may not contain a subset of that product that is worth more than you paid initially. It's not technically gambling, but it plays on the same psychological principals of gambling. You get a rush when you open a booster, and even bigger rush when you pull a really good card. The same feeling a gambling addict feels when they win at the slots or at the tables. Ever told yourself "One more booster"?
The same way crates in TF2 isn't legally gambling, but uses the same mechanics as a slot machine.
I called the rep's answer BS because if you're buying a box chances are you're in it for the long haul. You might buy more boxes to get the cards you want, spending more money. They're just trying to squeeze more money out of consumers. Instead of just saying they feel ultra rares need to be rarer, they came up with that sense of wonder BS.
I also don't like it, I'd much rather have consistent ratios across boxes rather than cases. At this point you're better off buying singles, maybe trying to snipe eBay auctions.
Cases are consistent, but if you're only going for Ultra Rares, you will lose money in most cases. Only if you get extremely lucky and only pull money cards will you break even or even profit slightly. I'm talking boxes of nothing but Deoxys FA, Thundurus FA, Juniper FA and Ultra Balls. Not gonna happen. If it did the market would be flooded and the prices decrease, and you make a loss anyway.
But yeah, collecting for fun is getting harder. The spirit can only take so much before it dies.