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Well, some people have rares that they do not really care for that some others have and they would want to trade for a rare that they do like. Also, if the person usually keeps one name and is known for it, his rep could be trashed and he would have to start over with a new name.
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There is no such things as the thing you call "rare" they are just items that come back every year. Also I dont think they care about rep.