I completely agree with those saying that the possibility of newer players draw a good token helps to get people more invested in continuing to play. Unfortunately, the people who would most benefit from drawing a UR from the box are also the least likely to do so. A new player gets three draws, while a fully-decked out player gets 25 draws. A new player is probably doing 1-3 runs at Gen Con (one of each, perhaps), a hardcore player might do a lot more, let's say 8-10. So a new player is getting 3-9 draws, while the hardcore player is getting 200-250. Who do you think is drawing the URs?
Using myself as an example: I played for 5 years as a casual player at Gen Con with a group of friends, and none of us ever drew anything better than a rare. I was always feeling underpowered as a wizard compared to my melee friends, and really wanted better gear, so I spent $115 (!!!) on a Ring of Fateful Heroism so I could be 5th level. Then Covid hit, and I got into VTD, decked myself out, and since then I've gotten a couple of URs and a relic, along with a few other decent things. Of all the UR+ tokens I've drawn, I've equipped zero of them, either because I already had them or didn't need them.
I also agree with those who have pointed out that the price of runs at Gen Con is becoming prohibitive for new players. To that I'll add that we really need to lure in new players at in-person events, because people are much less likely to discover VTD on their own than to discover TD at a con they're going to and browsing the event catalog for. I'm very curious how the cost breaks down for TD at Gen Con - how much goes to props, settings, people, event space, etc. Where is there an opportunity to bring the cost down?