It's Super7 pricing without the Super7 quirky lineup.
Over the course of like 4 years, Super 7 went from $9.99 with Funko, to $14.99 by themselves, to $18, and I read the other day that some of the new preorders are showing up at $19.50.
At $18, I quit and never looked back. I love that line... but with tax and shipping I was paying $23+ for a single figure from them, they don't have sales, or clubs, or free shipping with purchases over X... they are just expensive.
It seems to have worked for them, but at some point the value just wasn't there for what you get. For me at least...
Now with Hasbro in a similar span, 5-POA went from like $6.99 or $7.99 with Solo, to $9.99 for Retro, and now they're seemingly randomly pried between $10.99 and about $16 each for these guys.
I could be wrong, but at the speed this stuff is jumping, it just feels like gouging and greed more than necessary costs due to supply chain issues and Covid