Now? TRU has been this way for a jolly long time. Remember when they were stocking Hasbro's Commemorative Series bookcase style G1 reissues, and sold them at approx. double the Japanese RRP for Takara's TFC reissues? Local specialty import stores were more common at the time, and even with their government-inflated import prices Takara reissues were on
par with TRU's prices for Hasbro reissues!
So you could purchase say a TFC Starscream for 3500JPY or pay about $75~80 to get it at a local import store... or the
same price for the Hasbro version with those stupid lengthened missiles!

So even when TRU actually had more local competition, they just didn't care. I personally hope that another local retailer might start stocking some of the stuff that TRU have been exclusively stocking (e.g. MPs, reissues) and offer them at a more competitive price. I doubt that TRU would change their pricing policy; they're just stubborn, but at least it gives local consumers a choice and they can take their business elsewhere.
TRU have historically demonstrated that they're more than happy to let overpriced toys shelfwarm for ages before considering discounting prices, if they ever do even discount them. Supreme Cheetor, G1 reissues, Alternators (almost the same price as Binaltechs!), Ghost Starscream, other MPs... and many of those were out during a time when online shopping wasn't as prevalent as it is today. We've been shaking our heads at TRU's pricing policy for at least 15 years now, so while this sort of thing is disappointing, it's hardly surprising.
Having said that, there have been a few times when TRU's prices have actually been pretty good too. e.g.
* Hasbro's 1st MP Starscream
* Hasbro's MP10 Optimus Prime
* Hasbro's MP Soundwave & Cassettes
...but sadly their overpriced items seem to outnumber their fairly priced items.