Look at vintage figures, they charged 11.99 while everyone else, except for Kaybee, had there prices around 10.00. Lets not foget the 12.99 for the "exclusives". One good thing about Target is they do clearence things out fast, I mean I did get the UBP Endor for 12.99 (==)
I think its Targets attempt to get rid of the collectors. To be fair to Target, Hasbro did set the retail price at 11.99. That is what they charge over at HTS, it just sucks that I have to shop at WalMart now for my Star Wars stuff.