From an interview with Matt Savage printed in the Inagural Edition of ALL IN magazine:

Interviewer: More chips?

Savage:I bought new chips with the Horseshoe logo, enough for 2,000 players

Interviewer: Uh oh. You said you had enough tables for 2,020 people. That could leave twenty people without chips. Quite the conundrum. With the logos and obvious scarcity, will that make them collectibles?

Savage: Don't say that (chuckle). They're not supposed to take off with chips. I don't need to see them popping up on E-bay.