Here's the rub on variants...
(1) They are created to promote primary markets (comic book store sales to readers).
(2) They increase exposure to the work.
(3) They are cool.
(4) Not created for secondary markets.
(5) Mixed feelings on the boards because we are the secondary market.
(6) I like some, so I buy them. Some I don't, so I don't.
(7) If you don't like it, don't buy it.
(8) But, overall they serve a need to increase exposure in the primary market, which is good for everyone (promotes: reading, collecting, etc.)
My