I remember when CW Devastator came out and I was calling around various Big Ws to see if they had any left in stock, a few Big W staff members that I spoke to asked me why Devastator was such a hot item. They had NO clue as to why the toy was so popular. And even when I explained it, half of them still didn't get it - they couldn't fathom why something that doesn't currently have a form of media to promote it can still be so popular.