I profess to knowing very little about the actual intricacies of that market, but I'd assume for something so niche, a small production run is viewed as prestigious, and helps to boost their brand value.
It makes sense, but is absolutely maddening for someone with anyone with a passing interest. It's the exact same conundrum I find myself facing when trying to acquire prints (or most things for that matter). You're at the mercy of the "collectors", who know more, pay more, and dedicate way more time than you're ever realistically likely to yourself.
the figurine market annoys the fuck out me and I can afford them.
It must be infuriating for people who cannot. Limited runs are so much bullshit.