Talk about over-inflating the value of a product to make it sound like you are getting a bargain. It's like Toyworld's price-tags saying "don't pay this... our price is..." but were never at that higher price to start with.

They claim that they spent $10,000 on the collection, making $4,000 sound like a huge discount.
However....

There looks to be about 60 toys in those photos, and all appear to be ones available at retail here, so it wouldn't add up to $10,000. (the Titanium Menasor might be an exception, but I think people found it in Victoria)
That would mean each of the 60 toys cost about $166 to buy... but I can't see single one there that retailed for that.
And since they are out of packaging, the value of loose easy-to-find mainline figures is less than a quarter of its retail price or its current mint-sealed value.
(if you bought deluxe BH Wheeljack, Bumblebee, Soundwave and Skystalker for $100, you'd have trouble selling them for $20 out of packaging)

So even if there was $10,000 spent on any collection of mainline figures, having them out of packaging would probably bring it down to less than $3,000.