I suck at math, and so I can't really speculate on the economics of the pricing, but $5.00 is a sweet spot for figures. I end up spending way more money when they're that cheap, because I just keep buying army builders, custom fodder, and figures where I just want the accessories. Even if they just bump up a dollar to six bucks, I'm a little more wary. And I'm looking for reasons to avoid dropping $8.00 on Star Wars guys all the time. But at five bucks a pop, I hemorrhage money. It's weird.