This product is Topps way of re-inventing the distribution system of cards: instead of selling cards in bulk (as packs, boxes, cases, etc.), Topps sells these cards individually as Initial Price Offerings (aka IPO) directly to the consumer, removing the middle-man or dealer. 

For one week, etopps offers 5-7 cards with IPOs set at a certain price and has a print run (PR) limit for each card.  Those who are registered members of etopps (which requires a credit card but there is no registration fee or obligation to buy), can order as many as they want of a particular card (even the whole print run!) but may not get all of what they ordered. 

For example, after the week-long availability of the 2005 David Wright card last year, etopps notified the members via email how many they were allocated.  If it's a hard sell-out, members may get just one of that card.  If it's a soft sell-out, they may get up to the quantity they had ordered of that card.  Usually, if a card does not sell out members will receive the entire quantity that they had ordered for that card.

Once that David Wright card was allocated, the secondary market for the card begins, which is usually ebay.  The flippers sell them immediately in hopes of selling the card at a higher price than the IPO price.  Or the card is offered for sale on the website Cardtarget or a buy order is requested for a certain price.

After a certain amount of time, this David Wright card becomes available to be shipped and have the status of being in hand. When this happens, the Wright card can be removed from one's on-line portfolio and be shipped to one's home.

Let's say the print run for the David Wright card is 1,000 (just an even number, not the actual total print run).  Having one of these cards shipped to one's home implies it is removed from on-line circulation and the total print run on-line is now 999 and the in-hand print run availability (if there is only one taken out-of-port) is now 1 (if you are the only person who has had this card shipped).  Once that card is taken out-of-port, it cannot be switched back to in-port so once it's taken out, it's out.

If you have any additional questions about etopps, please contact me.