BBTS haven't screwed up for a while with per-solicitation info, but they are probably guessing the price. Ultra Magnus shouldn't be more than MP-10. They just want people to throw their pre-orders down before their competition or Japan gets their solicitations from Takara.
I wonder if a Hasbro release will include Sideswipe, Prowl, Bumblebee and Wheeljack, and be $200 locally...