Perhaps if FFG advertised it as a starter deck box, with some extra content (tokens, etc) people would come in with different expectations . I'm sure that for publicity reasons, "Core Set" sounds a heck of a lot better, and obviously it works. On the downside, I feel that often, it gives people the wrong idea.

+1

The number one comment I get from new players is: "they call this a core set?"

$120 for full playsets for 7 factions is nothing compared to one Tier 1 MTG deck... yeah, I'm loving this distribution method.

Plus all expansions contain playsets of all new cards, gg TCG/CCG formula.