Ultimate Prime was an example of where Kmart put it on sale at a very cheap price ($65) two months before Xmas and it seemed to sell well because it looked like great value. [Myer hasn't discounted it that much and we wouldn't expect that. I saw a ROTF Devastator at Myer a few weeks ago too still selling for $250.]
I can understand the gift packs. Price them well and they make an attractive preset buy. Buy a kid five Transformers or one big one? In the lead up to Xmas it seems the perfect time to stock those in over say Deluxe figures where they have plenty of old ones still to sell.