The first 2 times (comic and movie) they killed Optimus Prime it was like killing Superman, after that it just became routine. Also as good as the original animated movie is, the way it kills of all the old characters and then introduces a bunch of new ones to make you want to buy them, seemed terribly manipulative, even to me as a kid. I wanted to see more of my favourites on the big screen not a bunch of new guys from nowhere.
Hey! During his tenure Ratbat generated the highest energon returns for Decepticon stockholders, through playing the market and slashing the Decepticon workforce. Why do you think we never saw Trypticon again (in the US comic)? Ratbat made this high cost warrior part of Decepticon redundancy.