This is the pattern I've been noticing in Toronto, Canada. I feel rather certain that the answer to this (to me) puzzling situation is that the optimus is a voyager, packed in vehichle mode, that really looks no bigger than the deluxe figures. Yet (in canada), he is DOUBLE the price (14.99 vs. 29.99). Once opened, one can understand the difference in quality and hardiness from the deluxe, but many Transformers shoppers are parents shopping for their kids, and I've seen them holding the Optimus box up to a voyager box to compare them in confusion. The megatron, however, is notably bigger, filling the whole voyager box, instead of about 1/4 of it like Prime.