Hey I stumbled upon them at Hobbyware house (https://www.hobbywarehouse.com.au). I had never heard of it before, but I actually saw it come up as a google ad I think. All legends were $7. I put up a post on facebook with the link, and I think on this site somewhere. The sale has ended though sorry mate.
As for everyone else arguing the merits of retail vs online. My first point was about 'the fear of missing out' and the hype surrounded by a new line such as POPT. Everyone stressing, and driving KMs just so they dont miss out.
Sure enough they are now appearing in retail everywhere ( and a kmart or a target might be more convenient than travelling to Toyworld or a hobby shop.
If you want the figure (and willing to pay) go an get it. Otherwise, its fair to say you will find it elsewhere, its not gone forever!
I picked up Rodimus and Grimlock when they hit Toyworld for (89 and 49) and have no regrets. I made a concious choice not to buy the deluxe at $34.95 at the time, thinking I will get them later at kmart - but classically backflipped when someone spotted them at another store near me a week ago. It is $10 total extra, but hey thats the standard RRP it will save me a visit to the shops another day.
If I ever see Optimus on a 20% off sale down the road, I may even think about picking him up.
Whatever works.