This is not the it toy this year that is obvously Hatchimals , these are for a rather small , comparatively , niche market . A LOT of these have sold on eBay for under $ 200 which means buying at MSRP would put you at break even . The $ 400 is a high price anomoly which every item has . You have to look at the consistent sales of these which are not promising . These are out of stock from every supplier with very little promise of them coming back before Christmas so your only sourcing would come from resellers . These all make this essentially worthless to any flipper . You are likely getting downvoted for saying you are disappointed in this community for not getting all fluttery about these but that just shows your naivete on the subject .