I too am formost a collector. Ever since football cards and comic books 25 years ago. I feel you Sabash. While having these Ultra-Rares ultra difficult to get kind of stinks from a collectors point, at the same time it adds a hard to reach carrot that, for me, will always keep me searching.
On another note, The Spoils is a Tournament Card Game, not a collectible card game by design. I conceed that these Ultra-Rares very well might be a tactic to sell more cards. If it works, fine. If not, nothing lost in my eyes. They're smart enough to put an Ultra-rare out there that will have no impact on the game itself.
If it were an Ultra-Rare that appeared 1 per case, yes, I'd like that better, but in the end, it should amount to a special bonus for the people who open them, not something that pushes those who wish to collect away.
My humble 2 cents.