And it wouldn't be much of a surprise
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Yeah I see your point. Once the countdown starts if you look at the item you will know when it will be removed/replaced. Helps people know so they can buy it if they have not already, before it's removed/replaced. As for the surprise part... you still don't know what type of item will replace the previous one. So, I guess it's still a surprise if you are into that... The countdown would start only a few days before it's end. You won't be able to know unless you are in the shop looking at the item's info.
I just realized that this thread is very similar to another thread in regards to releasing new content...