I just think it is really bad timing on their part to release such an unknown character right before SDCC cause this will more than likely be at least $300 to be generous, and there will be so much awesomeness released during SDCC, most ppl will end up cancelling to get something else. Without seeing it, If the ES is larger than 300 for the Ex, they will have a hard time selling it initially, but once its on the gift card list for awhile, it will get picked up. This really should have been something they saved for B&W friday with an ES of 100.