I don't know how many stores TRU has but I'm sure it's more than Brian's Toys... I really honestly think this thing's going to be a shorter run than a lot of the retailer exclusives people are used to. I'm not familiar with EE's exclusive #'s but I'd assume that's a much more comparable comparison, and there was some outrage over some of their set's prices IIRC (Clones, Droids, etc.), and how they're just repaints...
Hasbro's delivering a figure not a lot of people but a niche wanted in the collector world, and it's all new, and it seems to be coming with a bunch of junk... I'd guess it's a short(er) production run then or Brian's Toys just had the clout to get it done.
$25 doesn't seem dismal to me then... Not that i'm cartwheeling, but if all the extras are at least interesting I'm probably happy enough with this.