@Riot Thought Process Behind Snowdown Shop

So the Snowdown Shop (which is an awesome idea) recently came out, and I was just wondering how you decide which deal each player gets? Is it completely random, or do you do some analysis into each player's play patterns in order to give them deals that they would likely take advantage of? When I opened mine, it seemed... Very, 'scattered' would be the correct word to use. In the end, I did end up taking advantage of 2 of the 6 deals, but only reluctantly. It would be more effective to say that I wasn't "wow'ed" by any of the deals I received. Quickly outlined... Toxic Mundo @ 30% off: This one was alright, I started playing Mundo a little bit more at the beginning of the season and I only own one Mundo skin (MUNDO SAYS YOU'RE FIRED). Really the only reason I picked it up was because it was legacy. Sultan Gangplank @ 50% off: Oooooookay this is my evidence for saying the deal selection felt scattered. The last time I played GP in a normal was in July, and the last time before that was October of 2014. Needless to say, wasn't considering this for even half a second. Dark Crystal Ryze @ 60% off: Again, kind of a random sale... According to my match history (as far back as online goes, which is a little over a year), I've played Ryze a total of 5 times in normals. Not to mention that I actually already own Uncle Ryze, which made this deal something I quickly passed over. King of Clubs Mordekaiser @ 70% off: This one just made me go "mmeh"; it wasn't as scattered as some of the others (I played about 10 games as morde when he was reworked, but haven't played him in about 1.5 months), but again not a deal that I wanted to instantly jump on. Ended up buying it for two reasons; I probably will play morde again at some point and don't have a skin for him, and after going through the rest of my snowdown sales I would have felt bad not taking advantage of at least one of the deals (I bought this first, then Mundo). Academy Ekko @ 70% off: Eh.. I played like 3 games as Ekko over the past 3 months or so, and played him a bunch (about 10 games) when he was released... Not as out of left field as the GP skin, but still kinda made me go "...Ekko?". Even with the amazing deal, won't be picking this up. Infernal Mordekaiser @ 20% off: ..............What? A second Morde skin? Really? My argument for the first morde skin was alright at best, but I had to double take this one. Would not have picked up even if it was 70% off. While I did pick up 2/6 deals, I felt that the snowdown shop failed in its goal of giving players "unique" deals, and that each player's shop was created for them. Great idea, but in the end made me feel like I was just put into a RNG to get my sales.