Well, these labels were affixed to the ends of a loaf broad that would typically be wrapped in some sort of paper or cellophane. So, they would constantly be peeled off and put back on over the lifetime of the loaf. As a result, surviving examples are creased and well worn. Sure, I can see a kid begging mom to give him the prized label right away, but considering the flimsy paper it was printed on it too would likely be damaged.
Right now the auction sits at under $20.00, but I suspect it will be in the 3 figure territory before it closes.