Is that the price a local retailer at your side already listed it for? If so, it's probably because (from what I experienced) the toy fair exclusives are sometimes harder to get at the local retailers since they sadly don't always seem to get as many as they/ their customers want. At least that's what I was told by two of them.
So I think this one might try to make some better money from the few he will try to get, which is understandable imo. But you can also wait and see what Sideshow will put it up for, you can also order from them if you're from the EU.
It's on my usual retailer's website. All of the SDCC exclusives are listed for 289,99 EUR.
Here's the website:
https://www.lacitedesnuages.be/bout...49&type=129&code_lg=lg_fr&num=12#.U7rZavl_shk