I didn't see a post on this, which of course doesn't mean there isn't one, but...what the hell are these and why the hell are the $300?

Transformers Chrono Label Toys, Action Figures, and Collectibles at BigBadToyStore

I love gadget formers. I had one of the original Chrono-form (or something like that) watch bots when I was a kid and it took many trips to school with me. Back then they were, what, $10? I'm assuming the prices are wrong, since this is just a small transforming Takara product.