I think a lot of the pricing on modern packs/boxes is the lottery ticket/treasure hunt thing.
87 Leaf is a bit tougher than the Donruss, but it's a smaller set, and still has most of not all the major rookie cards. With the smaller set and nearly the same number of cards in the box, the chances of getting a "good" card are much better.
If the collation is similar to Donruss, and it should be, someone searching for rookies would have about a 50/50 chance of getting 3-4 cards of Maddux or none at all.
When PSA was cheap, there were probably enough "good" cards in any box to make it worthwhile. (IF .... the centering was good, and the boxor case had never been dropped on a corner... )
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