Probably just a template they had easier access to at the time for a limited edition figure... I'd probably consider classing it as a Commemorative or Hasbro Masterpiece figure, based on previous 'anniversary' themed Hasbro figures.

Although, if you go by packaging to sort your TFs, you'd probably stick it with the other red-boxed 'Transformers' figures that uses the Generations coloured packaging but not the 'Generations' name. There aren't many, but it appears to be the current Store Exclusive "default" packaging if the toys aren't Movie themed.

Others include:

4 Single Packed vehicle Minicons (redecos)
http://www.bigbadtoystore.com/bbts/p...52&mode=retail

Cybertron basics (Backstop was a redeco, others are unchanged)
http://www.toycollectors.com.au/tftoys/excl2011a21.jpg

Ultimate Battle (Optimus Vs Megatron - both unchanged from previous release)
http://www.toycollectors.com.au/tftoys/excl2011a34.jpg

Rage over Cybertron (WFC 3-pack)
http://www.toycollectors.com.au/tftoys/excl2011a32.jpg

Seacons
http://www.toycollectors.com.au/tftoys/2010excl05.jpg

Hasbro Masterpiece Grimlock
http://www.toycollectors.com.au/tftoys/2010excl09.jpg

Hasbro Masterpiece Rodimus
http://www.toycollectors.com.au/tftoys/excl2011a18.jpg