When this item was announced I and my group were none to happy about the random concept that was applied to the second and third set. Though as time progressed and I got free packs I began to look at them differently.
Now looking at them from a long term stand point I have grown to enjoy them greatly. The "random" quality of the sets does not always feel really random (two identical boosters card for card) but it gives me multiples of the high consumables that my group uses. This way all the cure light wound potions look the same. Or a group of military NPCs all carry equipment that looks the same. And since there is no; common, uncommon, rare, and ultra rare I have no problem buying them because I don't feel pushed into trying to complete a set that is nigh impossible to do by just buying the packages.
All being weighed and measured the product was a wonderful addition to the item cards but because of being called "random" it burned many customers who have been burned by such products in the past.