It's tough for a makeup brand out there ladies. Lol I think they were trying to skirt the line between making really fun, out there, bold colors and still making a lot of their items wearable. If they did all bold, neon, or "out there" colors, they would take their customer base waaaay down. A lot of women out there are afraid to go for colors of that nature, and so I bet they wanted to include a decent amount of "wearable" shades. I know what you're going to say lol..."They have their regular collection for that." Well, for the every day woman that wants to try something "out of the box", this is something fun and different, to them. Even the more wearable shades in this collection may be a bit wild and crazy for women that don't wear bold looks that often. So, I really think they were just trying to relate to both sides of the makeup wearing spectrum. I think they did a good job. Even "vanilla" ladies want some new collections every now and then lol.