This...
And this...
... are the important things to remember with EB's prices.
I might get into some trouble for this, but I don't understand why they are listing these so early, or at all... which would only be due to Hasbro pushing them onto EB games. If EB Games have limited ability or interest in Transformers toys at any one time, make them take on 10 exclusives that we are missing out on, instead of 10 regular release toys that every store will be selling next year (which would include cheaper options like Kmart and Amazon).
As you can see by the Earthrise toys still listed on the EB Games site, most people don't shop there for the regular retail toys... unless they have something not easily available elsewhere (like Doubledealer and Snapdragon).