I'm curious, since I wasn't here last year, when DOTM toys starting appearing locally and were selling at the same prices as Generations/Autobot Alliance toys, was there this much outrage/complaining?

It's not like it was unexpected that Prime toy prices would equal DOTM toy prices? I agree it doesn't need to be, and is cheaper to buy online, but it's not a surprise or anything new.

Is it partly just because the first sighting was at TRU and people are fixating on the price $$$ rather than then store where high prices everyday are common?

These figures will be at other stores soon (and it already sounds like TF:Prime Optimus Prime is a shelfwarmer ) so buying them at TRU means you pay some impatience tax.