Well, kinda like with repaints of Stormtroopers and things... Sometimes that's how reinvestment helps a line keep going.
On a more personal level for me (Reaction stuff was never high on my list besides the Alien figures), Acid Rain's one thing comes in 2 decos, another is out in multiple variations at this point and costs anywhere from $99-$120 more or less... So far I own it all, and plan to own more of it. THAT is expensive, lol. Not much I'm saying no to there, and some of it is a pure deco change too.
I think for the ReAction line they were trying really hard to max out investment... Tough to blame them, as how many could they possibly be selling? It's not like Hasbro after all.
I like these niche toy lines, personally. People (and I'm not pointing fingers at you Rob, this is a general thing) like to say put your $ where your mouth is on wanting this or that... And I agree. If you like it, support it, and you may get more of it... That's why I'm all-in supporting Hiya's Aliens line... I wanted SA Aliens in this scale for eons, and getting them for a "fair" (by my standards) price. And they're hinting at going further with it (APC), and moving into other properties (Original Predator). Likewise, Acid Rain... $150 for something I REALLY like isn't that hard to stomach I guess.
Like I say, sometimes I think the repaints and such, they help move other things along. Sometimes they're just a cash grab too. But for a small company, I dunno how much it was greed and how much it was them trying to make it "highly collectible" while still milking a mold so they could do the next thing they wanted to try.