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Except that on the box or in the advertising it often says, "Contents in box may differ from those illustrated".I know it used to, I have a number of recent boxes which don't have that proviso.
As suspected, they're cutting corners.
Same play value? Well technically you get the same value using a farmer holding a broom and a bucket on his head. Does that mean a child should be happy to receive such a thing instead of a knight?
It's false advertising. If I buy something because it looks a certain way, then I expect it to be that when I open it as that is what I've paid for - not some near enough is good enough item.
