I remember when I was first getting into comics a few years ago. I've always been an ASM fan, and I picked up on the Lizard run (I want to say 687, 688, etc.). If I recall correctly, Campbell was the only one who did variants for those issues, and I bought some because I liked the idea of building a variant collection. I think those were fine because it was just one main variant. But like someone said earlier, when ASM #700 came, there were tons of variants for each issue, and that seems to have continued today. I can understand special covers for special issues, but now it feels like every book that comes out has a variant "just because."
The one thing I still hate about first getting into comics was not buying the Campbell #688 variant for like $40 when it first came out.