Well, regardless of WHY this is happening, the effect is that it will significantly affect sales.
I was actually attempting to purchase ALL non-repaint Prime toys and FOC toys, in all sizes.
I had purchased most, fortunately, when they were at the $12 price point. When it bumped up to around $15, I had trouble justifying it, but still bought the Vehicon because of how great a toy it is.
At this point, personally, I'm going back to what I used to do before these lines came out:
I buy motorcycle bots, Ultra Magnus, and Prowl. Occassionally, random figures at Marshall's. That's a BIG drop from me picking up the entirety of two lines in all sizes.
Income-wise, that's much more money lost than would be by keeping the figures at reasonable prices.
Like I said, regardless of the cause, the effect is the same.