A lot of people like Super Rares not because they cool, but because of the golden star. Just seeing that golden star in their inventory makes them feel special and it should, because have an item that is more than one year old!
For an item to be Rare it has to have an expiration date. After the expiration date passes the item will no longer be able to be bought, but it will still be Rare. For the item to become Super Rare its expiration date must pass again.
Here is an example. Say the expiration date is September 2009. When October 2010 comes the item will be Super Rare. That means that the August Apollo 2010 items will be Super Rare in about 13 days!