What Makes This Coke Tray So Valuable?

This lithographed tin Coke tray sold at auction for $12,075 just last month. What makes it worth so much? Take a look at the description of this tray in my Morphy Fall Auction Report photo gallery to learn more about it.

And speaking of value, do you think it's worth the price? Post a comment and share your thoughts regarding the value of this colorful and captivating Coke tray.