I think for what you get that $15 is fair... The rationale being that it takes a good bit actually to engineer something this small in RC, that functions well. These seem to do that. I have R2-D2, Q5, and R5-X2... I'm pleased with each and every one of these... I think SWS was a fair price for "imports", and that $15 at Target is a fair price for something ultimately they imported in bulk.
R5's paintjob is outstanding too, and Q5 would look neat twirling around anyone's Death Star hangar bay (an ideally flat setting for him!) I think.