This book investigates the burgeoning phenomenon of the sports card market and its rapid expansion into a significant collecting and investment arena. Larson, drawing on his expertise in the collectibles market, examines the historical trajectory of sports cards, from their origins as simple promotional items to their current status as valuable assets. The book analyzes the key factors driving the market's growth, including increased media attention, the rise of grading services, and the influence of online marketplaces, presenting a comprehensive overview of this dynamic industry.

This work is recognized as a foundational text for understanding the sports card market's explosive growth in the early 1990s. It provides a detailed account of the factors that transformed card collecting into a serious hobby and investment. The book is cited for its thorough research and insightful analysis of market dynamics.