It certainly looks like Prime, and both modes are quite clean. That said, the price is beyond ridiculous, especially considering there are no minifigs and the details are all stickered instead of printed parts. I think a set like this was inevitably going to be disappointing to a lot of TF fans, as we have several decades of engineering innovation that we are well-acquainted with. The transformation for this seems to resemble MP-1, which is a nice and respected figure but vastly behind the modern state of Transformers. As much as Lego bricks can be a hindrance to complexity, they can also add a lot of options for clever conversion tricks, which we don't really see here.

Either a better model, some desirable minifigures (as Disney and the like have done for big one off sets) or just a more affordable price would have served this set well. I can see fans of Lego and TFs buying it, but not many very enthusiastically. Hopefully it means a Megatron or Bumblebee at some point, although a gun mode is certainly out of the question and the Beetle is a nigh unobtainable license for a teamup with already two brands. They are quite different markets, but I'd have much more liked to see a TF set along the lines of the (admittedly expensive) Sesame Street one from a few years ago.