The 2012 year was the first year Panini had the NBA license, and subsequently, the first year that Prizm was released as a product. Since 2012, Prizm has become the center of basketball card culture and the most widely sought after product. Because this was the first year of the product, it was printed much less than the years following - the entire 2012 set has seen a massive increase in demand. When a player’s rookie card goes up in value (like LeBron’s Topps Chrome card) to the point where people can’t afford it anymore, demand for other cards of that player goes up. People start collecting second-year cards, or first-year cards with a specific team.