This is probably for American shoppers/buyers/collectors. Doubt that it's relevant outside the US. Besides- not interested in any international pissing matches. Just an educational FYI. My location is the California Central Valley, and regions may vary. I priced Weaponizers Optimus and BB- $32 and some change. I grabbed a Gemini and scanned it- %30 markup. This made me raise my eyebrows and comment "hmm" to myself. So I grabbed FoC Optimus- $15.37... with a markup of 41%. Wow. Now, I'm all for profit... and I guess they believe that they need to profit that much to keep people employed and the lights turned on. A little background info from my region- the city closest to me is the largest city in the US to go bankrupt, and is among the worst nationwide to take a hit from the housing bubble. Unemployment is also pretty high. I can't imagine that Target would be much different. Kinda curious about TRU. Why bring this up? In the myriad of TF Cost threads blame is thrown around: Hasbro's greed, retailer's greed, the economy / inflation / value of the dollar... etc. I just wanted to add a little food for thought.