You can buy a deck of Uno cards, a deck of playing cards, and the newest version of Battleship for less than the starter box costs. If you want a "full deck" in Puppet Wars, then it becomes a major investment, and that's even if you don't factor in the dozens of Teddys you would have to have to actually play every combination in a normal-sized game (not that any sane person cares to try). So don't to compare PW to a complete game in one box. That is not what it is, it is just what you would like to think it is.
I have never met anyone who wanted to buy any part of the Battleship game or Uno game separately, because there was no reason to do so. I saw half a dozen people yesterday who would like to get individual puppets, or at least more options as to their arrangement. Whether or not it is feasible due to expense or other complications is irrelevant to the fact that there are many people who want specific puppets, and that getting the puppets one wants is a relevant part of the game. Also, I don't see what your stake is in Wyrd's current marketing model, anyway. Unless you just like interjecting into relevant discussions with irrelevant, asinine comments because you need attention of some kind.
In short, your analogy fails.