My theory is modern is fueled by the same nostalgia fueling vintage collectors.
Kids back in the day were the Guinea pigs of Pokémon. Kids loved it but parents thought it was a ridiculous amount to spend on cardboard.
Now those kids are parents, remember their childhood, and have 30 years of data showing it’s not a waste of money, imagine 30 years ago if all the kids excited about it had parents completely on board with it.
They’re chasing the nostalgia of the experience with their kids, where as vintage collectors are chasing the product,