Yes, I think they are just trying to change up the predictable state of cards from just jersey/stick/puck/etc........even if a towel or hat.
How about this idea?
Upper Deck had President cards where there was a strand of hair from like George Washington embedded in the card. Neat concept if a card company came out with hockey cards with strands of hair from players inside a window-like section (think Ice jersey cards).
Just imagine these cards:
Jaromir Jagr Mullet card
Marian Hossa (dark version and peroxide blonde parallel version)
Scott Hartnell Flowing Locks card
Just be skeptical if you get one of Messier...where did that hair come from???
Just a thought......
--Curt