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1. Crash is pretty much the signature character of Blizzard/Activision. Nobody really comes close to him when it comes to popularity, impact, and history.
2. Literally one of the most wanted Western characters since Melee. Nintendo even has official poll results from 1999 that Crash was more requested for Melee than Sonic or Megaman. Keep in mind that Sony basically owned Crash until 2002 so people didn't even care, they still wanted him in Smash.
3. One of those rare characters like Sonic and Master Chief that's ever been thought of as a "rival" of Mario. There's a reason people remember those stupid Crash vs Nintendo commercials more than 20 years later.
Crash took a hiatus from gaming but there's no denying that he's an icon in a way that most characters can't even touch. That's why it would be the biggest of black eyes if he was used as leakbait for someone like Tracer or Diablo. It's like if Sonic was leakbait for Aiai or NIGHTS.