creating new “rarities”. I have always said they are impossible to compete with because if they want a new rare coin they just go ahead and make one. 
If the Mint produced a coin today with just 4,430 pieces it would sell out in under a minute. The coin would go on sale on a predetermined date around 12 noon and by 12:01 it would be sold out. As collectors are on the US Mint web page it would crash and most would not have the opportunity to buy some inflated and overpriced modern issue. 
This 1889 $10 Gold Eagle had a mintage of that same 4,430 pieces. Of which perhaps 400 to 500 possibly exist today.