The problem is, they are retailers, not collectors. One GI Joe Action figure is the same as the rest. And the Mark up for the movie Figures was Atrocious (sp?). What drives this is the Grandmother Shopping for Timmy's birthday. She doesn't know the difference and pays that outrageous price, justifying keeping it at that price! Most of the WalMarts and Targets around here are pretty much out of ROC figures, because they have all went on Clearance down to anywhere from $2.59 to $.88. The only things that haven't gone down in price is the Target Exclusives...STILL $9.99 here!