That is a "roller cancel" often used on parcels, and it is more common to see a 50 cent stamp used on a package than an ordinary letter.
In terms of rarity, this is much more scarce than the same stamp cancelled in New York or Chicago etc. used on philatelically inspired souvenir mail flown on the Zeppelin, so for someone who collects genuine postally used stamps, this is a nice one. It is not any much more valuable than a Chicago CDS or an ordinary wavy line cancel, but to the postal historian collector, it is a good specimen.
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