Well, the little placard in front of the ship in the Con pictures says it is supposed to be 19.99. TRU.com is charging 29.99 at last check for the item, so there you go.
I'm going to pass on this one completely, as two Jedi Starfighters are enough for me. What makes it worse is that the figure is the #2 basic Anakin with a halo that you can borrow from your Clone Wars Anakin figure (you know, the one that won't fit the figure's head and the figure that won't fit in the cockpit of his own ship) and put in the regular Anakin Fighter. They could have at least ditched the action feature, made a soft goods skirt piece, or something. Then again, this is Hasbro.