sexual images and alcohol drinking could leave great consequences, especially in the UK, where there is "a high drinking culture and there are links between the use of alcohol and sex that is later regretted." A UK£100 price and a massive customer turnout was expected at the flagship store over the returning publication. Market analysis revealed that the relaunch of the Quarterly in Europe came at an opportune time for Abercrombie & Fitch because tolerance for less-regulated publications is higher there, and the demand for the A&F brand is high and on the rise. This was the reason for why A&F began international expansion in the UK first. The issue A&F Quarterly hit shelves in the London A&F flagship on April 5, 2008 (a month later than was anticipated). The limited edition issue of 500 (2000 in total print run) copies was entitled Return to Paradise and was labeled with a price of UK£100 (US$159.00). The company set strict measures to regulate to whom the issue was sold. Demand for the edition, a worldwide exclusive, was high throughout the season. During the season, a copy was sold on eBay for £249.99 (about US$493.88). The issue is a hardcover and is "lavishly bound" similarly to RUEHL books also by Bruce Weber. The photography carries out an overall theme of "Paradise", with models photographed with and around exotic flora. An allusion is made toward Adam and Eve in the way that two nude models behold a bitten apple. Many of the images used in the Spring 2008 season the Quarterly were also displayed in stores. Vogue UK called Weber's photography "hyper-sexy." 2010 comeback The A&F Quarterly was resurrected as a promotional element for the Back-to-School 2010 marketing campaign titled "Screen Test." Abercrombie & Fitch had remained tight-lipped over its plans to reintroduce A&F Quarterly throughout the whole process (2009–2010). The company introduced the "A&F Book" feature on its online store for Christmas 2009 as a collection of seasonal photography themed "FIERCE". The feature was updated for Spring 2010 in February. It was titled "Spring Fever" and remained up until April when it was removed. On regarding its "Back-to-School" 2010 campaign, in January 2010, on its iPhone app, A&F had only commented, "Brr...!!! February will be the next photo shoot for the Back-to-School/Christmas 2010 campaign. We've got our fingers crossed that we'll be going somewhere sunny, warm, and sandy..." On 17 June 2010,