Darc-I agree-it also depends on the margin-cost vs. sales price-regardless of run. I have no doubt they made money, even at $45, as the manufacturing cost is likely no where near $45. In addition, these types of "Exclusives" are "perks" for special events and not cash cows for Warner. Their BD discs and other "staple" items in their shop are mass produced, but any "limited time" or "limited ed" items, are all rotated through,until the next best thing comes along, for them to market-just the nature of the movie merchandising business. Hopefully if and when they appear on their website, they are priced in line with a mainstream audience, so they can move the remaining copies, sooner rather than later. If true, and they appear on their regular retail site, the price will flatten everywhere very quickly, until those copies are sold out. Anyone wanting to put their copy up on Ebay, probably should do so quickly, if in fact, they will appear on WB site (and we won't know, until they're actually up on the site)-especially if they hope to fetch some kind of "larger" margin,imo.