With Ben 10 toys costing under $15 for the basic/deluxe sized toys, and Bakugans costing anywhere from $5-$50 (those are the 2 big fads I know of) Deluxe transformers costing $30 seems like a really stupid move.

With only Legends (getting close to $10), and the occasional scout or Activator costing closer to $20, it's putting Transformers out of the "bribe/shut-up/behave" price class, and eschewing them firmly in the "birthday/christmas" present area only.

I guess Hasbro figure that since the first movie toys sold so well, a small increase before the second movie toys release will be the best way to maximise their profits.