The figures in store are just under-priced. I actually wish the figures were something like $20 each retail so fewer people bought them. I'd rather pay a little more and actually have the figures than sit around without figures like I am now.
There is a sweet spot when doing pricing, but charging $20 for a figure would definitely ensure anybody would be able to find the figures they want. Why? Because, they sure wouldn't move at that price. Scalpers are making a killing using eBay, but the vast majority of buyers won't pay those prices. Activision could easily charge scalper prices and Skylanders would be languishing on the shelf.
I think Activision is being stupid in not keeping the supply up to meet demand. Their executives always complain about the re-sell market and how they don't make any money. People want to give them their money, but for some idiotic reason, they're enabling the scalpers to make money off them. And, why is TRU getting all the new stuff? I should be able to buy them through every supply channel. Why should they care, as long as the money keeps flowing in. I understand staggering the release of figures, in order to prolong the game, but limiting supply makes no sense.