I think it's a combination of factors; first is definitely the price. Rising prices are never fun, but when the increase is so disproportionate between classes, and the figures in some cases are getting smaller, that makes the pill harder to swallow. We keep getting told the engineering is advanced, but outside of the few Hasbro surrogates pushing the message, nobody sees it. Another factor is that interest in brands ebb and flow, it's just a natural part of commerce. Maybe if Hasbro pushed the Transformers as the flagship brand like they used to, it could sustain like Barbie does for Mattel.