Their trying to branch Generations out into having a bit of everything for the 30th Anniversary. So even if he's the only Generations toy to represent the newest movie at least its in the big pricepoint leader role. They know some transformers collectors like the movie leaders, so there is that motivation to get into the collector oriented line. I think this also could suggest a variety of more unusual Transformers movie lines to follow. As for the toy itself. I'm not super impressed but I'll probably buy it. Everything is a bit more streamlined and super heroic. But it would be so much better without that electronics box for some ab crunch ratchets or some mechteching alive Armory feature. Optimus Prime needs a Jetpack. They all seem to have them at some point.