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I don’t understand why anyone purchases the default face-up for their doll. Why wouldn’t you want to make your doll more personal?
I used to wonder the same thing. Then I ended up with a second-hand doll who had a default. It’s not one I would have done, but it was a cute faceup. I could see why someone might want it for their character. Plus there are plenty of other ways to customize your doll.
I always thought it was because they didn’t want their doll to arrive blank? You can always wipe a face-up later or add to it, so perhaps they wanted to play straight away. Also, some company face-ups are lovely - Volks standards have very basic face-ups because the emphasis has always been on personalisation, but there isn’t the same focus on customisation for, say, Iplehouse dolls, so their company face-ups are more detailed and intended to stay.
Just my theory!