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The "Custom" Variant Craze
For the longest time it has been that if you wanted an exclusive variant cover for your store/website you would have to place an order of at least a thousand copies plus pay for the artwork. IDW started the "custom" variant cover craze when they allowed retailers to order 500 copies of the new Godzilla. If they did they would get a custom cover with Godzilla smashing their store. There were almost 100 store variant covers.
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