So it seems to me very clearly that the Yu Gi Oh franchise and people having cards in mint condition with a view to resell tnem have "horizontal commonality" or

So it seems to me very clearly that the Yu Gi Oh franchise and people having cards in mint condition with a view to resell tnem have "horizontal commonality" or "vertical commonality” with its show which is promoting them. The buyers are depending on the efforts of others (the show producers and promoters) to make their cards worth more.