Its interesting to think about this example in the larger context of Disney marketing generally. In investment circles, one of the criticisms of Disney Plus is that while Disney has a hardcore base of fans that purchase everything they offer, even at high prices, that base is not very wide. Its why investment analysts think Disney Plus will have trouble growing its subscriber base significantly. But it also means Disney sould be able to raise the price for existing subscribers.
I don't get a lot of the Disney merchandise. Its just not worth the price for me. But the company has a long history of inflating demand for its products by limiting supply. If two hundred bucks or a six hour wait for a plastic bucket brings those people more happiness, then good for them. As someone who used to obessesively collect things (not Disney, but other merchandise), I even under the collector/completist obsession. Glad that's not me anymore. I prefer to spend my money and time elsewhere