Another RARE NGC "WINTER LABEL" is this Coin Collecting?

I am still curious by the ever increasing number of NGC labels. It used to be folks collected coins based on quality, condition, rarity or even historical interest. Today the trend seems to be heading in the direct of Rare Label collecting. In this example it is not so much the ASE coin as the RARE "WINTER LABEL" that seems to be the prize. If every new coin is a 69 or 70 maybe this is the future.