This is a series of 10 bullion coins they plan on producing. (altho they now have them in proof versions as well).
I have been buying them since they started - my daughter and granddaughter look forward to each one when it arrives. They are released and sold at just above the current market price of bullion and are a silver round. Nothing overtly evil in buying what you like - at near market prices!
I think knowing it is a series of 10 coins and I can buy them near market price as they are released is fun and I can stack them as any other silver round. I look forward to each one.