I think you are spot on there STL.
The only fiction they pretend to care about is when there is a show going on that will help sell the toys. Since Universe has no show the fiction is in Hasbro's eyes unnecessary.
Printable View
Meanwhile in Japan, Henkei toys are packaged with comic books and Binaltech with text stories. \\(´∀`)//
I was just browsing SDCC pics over at tformers.com and noticed that there is a sub-series labeled on the packaging of each Universe Toy. Here are the ones I was able to make out:
Classic Series
Nemesis Prime (SDCC Exclusive)
Stormcloud (Powerglide repaint)
Blades
Sunstreaker
Blaster
G1 Series
Optimus Prime (25th anniversary)
Roadbuster (2-pack)
Dirge (2-pack)
Armada Series
Mini-Con 12 pack
War Within Series
Ratbat (2-pack)
Springer (2-pack)