In the midst of Pokémon's 30th anniversary, Target has chosen to place quiet limits on how many cards a single customer may purchase — a small policy with a meaningful intention. The move acknowledges a long-standing tension in the trading card market, where adult resellers have routinely outpaced the children these products were designed to delight. By capping purchases at the point of sale rather than debating the matter publicly, Target is making a quiet argument that access is a form of fairness, and that commerce has obligations beyond the transaction itself.