I just get a little mad that Hasbro/Target/whoever deems this a $13 figure where it should be $5-6 (or maybe even $7-8 for being an exclusive). Nice figure, but a bit pricey.
Here's some "insight" into the Target Pricing on these...
Hasbro is basically comparing these figures to the vOTC - a Basic Figure with Clamshell Packaging. The Hasbro MSRP they showed at C3 was $10 and that's consistent with what they are charging Target for these (ie the cases of these cost approx the same per figure as the vOTC did).
If you remember, Target started out at $10.99 on the vOTC until Wal-Mart forced them to price-match down to $10. In addition, a few of my Target sources basically admitted that Target bumped up the price a bit to the $12.99 because they KNOW collectors will pay it.
Target has been known to charge more for exclusive items in the past (Accessory Packs for $15, $40 for the B-Wing) and when it comes right down to it, as others have said, you don't see these sitting around very long do you? Even at $13 they disappear pretty quick. Lava Vader sucked as a figure, especially at $13, but when it's all said and done, they sold them all...
So, in summary:
The vOTC showed them (Target) we'd pay $11 for a figure and Lava Vader showed them we'd pay $13 for a figure
Not only did we (collectors) show them we'd buy at those prices, we're still showing them by buying up Lava Vader and the Clone.
Anyway, you can blame the $13 price tag on Target. Hasbro wanted to charge you $10 (because of the clam-shell), but Target is the one that is sticking it to you...
On a semi-related note, TRU had the opportunity to put Holo Yoda in a case but apparently they chose not to to "keep the price down"... and then they went ahead and charged $10 for the figure anyway.