I agree McMetal, they shouldn't be charging for product that isn't available. That's meh.
Regarding them as a company, they're selling basic stuff for relatively cheap (these days). And they're selling limited exclusives for more $ which kinda makes sense... I think they're not Jakks, or Playmates size, which I'd label mid-size, so to me they're still a smaller company. But they're bigger than Hiya or Ori Toys, I believe. They also are selling figures for half what those companies are selling theirs though too, and cranked out a LOT of all new sculpts with fairly minimal re-use of anything outside of the exclusives. Then again Ori and Hiya are imports which adds to their costs, comparatively speaking.
In my mind they're just doing what they can to compete in the "toys for adults" world, which relies on rarity/collectability and the balance of that with a price their base can live with. Same issues Hasbro has, just they are focused more on kids and keeping prices lower.
The ReAction stuff is rooted in collecting it all I think, and the more popular ones seemed to be where they dug in with exclusives, like Alien or Predator or Jaws... I guess to me this just makes sense for them, if they're keeping this line fairly limited overall. It's like they're trying to make these mythical toy lines of old, like vintage Star Wars, and include the Amanaman and Vlix element by having some "rare" stuff. It's an element of "vintage collecting" I feel they're aiming for, while maximizing tooling and still trying not to piss too many folks off by making it deco variations rather than something totally new (for the most part anyway). But even something like that Alien playset, they'd only do in resin unless they hit a high order number to justify cost of tooling, which I don't believe they did hot that mark iirc.
