on the one hand, Topps keeping cards in the vault seems like a dumb idea to begin with.
on the other hand, the hobby has moved in that direction, with third parties keeping cards in he vault on behalf of collectors / traders / investors / sellers, so Topps was ahead of its time to some extent
not to mention etopps is the first step towards virtual cards / NFTs, which I still don't understand
Topps saved up front on packaging and postage, by offering e-Topps, but Topps didn't build out this model to a profitable scale, as PWCCC, other auction houses, and more recently ebay, and the auction house end game is to make a commission on sale, when offering free storage.
I think Topps assumed that eTopps was going to be a thing, that would be offered every year, forever. I'm surprised that it hung on in some form for 10 years, seeing that they did 4 etopps cards as A&G redemptions in 2011 [baseball] with print runs of 1,000
"Ability may get you to the top, but it takes character to keep you there." - John Wooden