Ever since Sylas was released, Lux has been getting special marketing treatment. Even though she already has several legendary skins, more of them keep coming.
Considering her Lux Elementalist skin, we'd expect Riot would turn it's production line focus to other champions. Even so, new and expensive alternative looks to her show up again and again, now at it's prime with Lux Prestige Battle Academia, an enhanced and costly version of the already existent Battle Academia skin.
Besides the new comic detailing Lux's personal life, tutorials to play her both as a Mid and Support have shown up on the startup area of the game client. This is likely due to players generally avert to anyone who claims she's not a "real support". If this changes, then she'll be even more popular ($).
However, it is a shame how all of this marketing campaign gets in the way of polishing the current meta, gameplay mechanics and even critical glitches from the rest of the game, such as the infamous invisible Nunu bug, which remained unfixed until a Rioter ran into this problem during his own ranked game.
This Rioter promptly said on his live stream he'd immediately fix it himself. It was patched a few days later. If he hadn't done it, we might still be getting stomped by EvelyNunus.
Learn trading yourself.
