You can argue this for their sets targeting children and I don't think anyone minds stickers on those.
On display sets for multiple hundred Euros however it just looks cheap due to different surfaces and colors - especially as no one is ever going to disassemble these sets.
I think that's fair, though I'm sure we would disagree on plenty of edge cases in the definition of a "display-oriented" set.
It just feels to me like AFOLs poopoo on any set for having stickers, without considering the advantages stickers have from the POV from the POV of a child with few LEGOs and fewer dollars.
In my case I think we can agree that the Lego Icons series is mostly display sets I think. At least those are what I was thinking of and that is how Lego markets them as well.
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> just looks cheap due to different surfaces and colors
They are cheap!
To print on a piece you must run the inkjet assembly line, do QC on it.. With early Collectable Minifig series, I heard they outsourced that. I imagine inkjet lines that run all day for one piece type (maybe having changeable jigs.)
It's cheap to print a whole sheet of stickers!
Another approach that isn't so cheap is: in-mold transfer printing sheets. I learned about this at plastics shows around 2000; Apple used it on the all-in-one spotted iMac in 2001-ish.
Now since Lego ships perpetually ships 1x4s and 1x2s with black smileys or such, I guess carbon black in-mold transfer must be cost-effective. (That's a guess)
I know we're gonna be arguing taste in stickers forever.
I have some of those display sets and I think the stickers look fine. Yeah it's less convenient than printed pieces, but I think the complaints are significantly overblown.
I got a bit more than average correct, but they all looked like New Yorkers from the early 2000s to me if I'm honest. Maybe it's because I'm watching Castle right now, or it is indeed because fashion and stylistic choices tell a lot more about when and where someone is from.
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