I was considering getting the 25th Anniversary set for collectors purposes since it comes with a very nice Autobot shield that is way way better than the old one from the 80's with the poorly voiced "I AM OPTIMUS PRIME" and the truck noises(which I still have). But it also had the re-issue of Tranformers Comic #1 which is a real treat. But overall the package is really awesome since Prime is my hero. So, Walmart had it, and the shelf tag for the Annniversary figure set said "$29.99". I am not kidding. So, then I went to check out. It was $69.99! I explained the shelf tag said it was $29.99. But they gave me a hard time so I said "**** it!". Yesterday I went to Target and saw they had the 25th anniversary set also. So, I priced it. It was only $49.99! $20 bucks cheaper! Well needless to say it sits in my room apart of my collectors stand. Lesson here, don't buy at Walmart. But is that too much for this? $70.00 is pretty high I think. $50.00 was way more reasonable, and I got the same stuff as the $70.00 price tag. WTF Walmart? Always low prices my ass.