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It definately will not be $400 but as pointed out, it will be in league with Nicolson and Reeves prices around $270 most likely.
This figure isn't coming out at today's prices, it's coming out at next year's prices. They presumably just signed the license late last year, they'll need at least a year to develop the prototype and get it approved, that's when they'll determine the price.
What if they pull a Bespin Luke on us and include two full figures in the box. . . with donations to MJF's charity in it?? That's Reeve x2 at next year's prices. I'm going on record saying people will be in sticker shock when this comes out. Of course, that's cheating because there will always be people complaining about the price, so I can't lose.
There's far too many essential accessories and outfits for BTTF Marty for Hot Toys not to include everything they can and jack up the price.