I'm an engineer, so I understand the realities of design and production. But ultimately, you're missing the point. It's not my job to determine what they should cost. As a consumer, it's my job to look at these and ask, "Are these worth the asking price? Am I willing to shell out $60+ for a 3-pack of bots that are <6cm? Are these clever enough, desirable enough, or different enough from what we've gotten before to command the asking price? Are these better than other products I could spend those dollars on?" The answer for some might be "yes", but I'm simply coming to the realization that for me, the answer is "no thanks". I cancelled the NA bugs, Ratchet, and Ironhide. I'm not disparaging the designs or the people that like them, just concluding that they're not worth it to me. But let's be clear, it has nothing to do with what you or I think they should cost. In a free market, *should* is an irrelevant number. It's all about the trade-offs.