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It's a marketing gimmick to get people to spend more money imo. I'm sure avex (and other record companies) realise there are hardcore fans who will buy all versions.
I don't think I've ever bought more than 2 versions. The reason why I get 2 is because I want all of the b-sides and to have that I'd usually need to buy both CD onlys. I'm never bothered with the DVD because, with Ayu at least, whatever's on the DVD will eventually be on the album.
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