I'm curious to know why TRU charges $89.99 Target and Walmart $69.99 for the DVD prime. I think Amazon is charging $64.99. It would stand to reason that TRU must be making the most profit by charging on average $20 more for DVD Primes. I saw on the Siebertron thread that back in 2004 some people were able to get there 20th Anniversary Prime for as low as $16? You would never see Primes out in the bay area for that low since once they hit the shelves there long gone. It would be awesome to get a Prime for that low a price. But it must be a regional thing. Guess Transformers are just not that popular in some parts of the country. Also it makes me wonder how much it cost Hasbro to manufacture these Primes.