yea, I think it sort of was, Lego is doing this massive push it seems, with all the lines, including Star Wars, they seem to want to make eye candy sets so that if you walk in to a store and see the Kre-o sets on one side of the isle and Lego Star wars/ DC/ Marvel.. you are drawn to the Lego, so as making Ker-o only appeal to real transformers fans, making it unprofitable of hasbro.