Heavy paint apps, exclusive to a single online store.... Priced per figure same as WM TBS line... The price isn't that outrageous really.
Only compared to what we're used to. You get a 6" black series figure for $6 more. It's the same story all over the place though. Prices are getting crazy and there doesn't seem to be much changing that. Gentle Giant Mini-Busts cost 2.5x what they cost 5 years ago and about 50% more than they did just a year ago.
5 POA was sold as a way to bring costs down and while they started at $5.99, they've been steadily increasing ever since to the point where $7.99 is a good deal on them and $8.99 or even $9.99 is common.
And it's not like Star Wars isn't as popular as ever - that new movie meant TONS of sales. When Episode III came out prices went down from about $8 to $5 - but with this film we didn't see anything like that. $13 might be in line with everything else today, but that doesn't make it a good or reasonable price.