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Packaging is still an important part of marketing the product... Not every Ayumi fan is a "die-hard" so things like the cover can make it or break it for them.
Especially since buying CDs and CD+DVDs is kind of becoming old, it would be even more important because the physical product is what the customer is realy investing in, which could be around 800 YEN.
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Eh? You don't have to be a die-hard to buy a single for the music, jeez, haha.