TRU will stop upping the price when people stop buying them. For most MP releases, they can't keep them on the shelf, not upping the prices is leaving money on the table, which is stupid for any company. The alternative is ordering more from Hasbro and hoping they all sell, and I think that despite the recent success they're still worried about over-ordering some of them. Their market for these is so specific that if they don't move, they'll take a good loss. And since the adult collectors are willing to drop the extra $10-20, it's safer to make their money that way than stocking up. It's just the economics of the product; like any company that doesn't run itself into the ground, they do their best to buy in quantities and set prices such that they maximize their own profit for the item. That said, I'm definitely finding myself more inclined to just pre-order imports for Wheeljack and Bumblebee. If the price difference is that small, I'd just as soon get them much sooner and without the hassle of hunting.