Not so much today's toys (aside from the Happy Meal quality junk cluttering up the stores) but the distribution. Growing up I could walk into a Wal-Mart or Target and never walk out empty handed or disappointed. Now though with a few exceptions every time I walk through a toy aisle its pretty much a waste of time because they never have anything new that I'm looking for. It's why I do most of my "extra" shopping on Amazon.

And that reiterates an issue at retail right now:
Many lines are directed to collectors (SW Black, Marvel Legends, etc), but are still largely sold at mass retail venues like Walmart or Target who still view toys as being sold to kids and parents first, collectors a distant second. These retailers still adhere to a core character philosophy that requires those big names to be present to drive sales, which isn't an entirely unrealistic position.
While collectors want more variety, the average consumer that shops at Walmart or Target aren't going to know or care about Protector, Fantomex, the Wrecking Crew, Hellcat or Batroc. As is, Ant Man's wave is being sold heavily on the backing of the feature film.
So, again, Hasbro's stuck trying to appease two very disparate sets of wants with a single action figure product.

But your second statement also reiterates a big issue right now with mass retail action figure collectors: in the 90s, all we had was what was available at retail, and maybe the odd statue. As a collector in the 2010s, I have access to HUNDREDS of different products of all shapes and sizes, certainly well beyond the dozen or so mass retail figures we got per year 20 years ago.
With all those options, the amount of money going into a single product is less than it might have been even 15 years ago.

Actually, after the price surge we saw about 5 years ago, action figures are more in line with inflation than they used to be (though that doesn't address the continued cost increases from previously cheap sources).
Though I'm not sure I agree with the assessment of things marketed to kids: the Star Wars Saga figures have great sculpting, and often end up "looking" better than some of the super articulated figures. The Titans are a great size and good cost (for kids).
That doesn't mean your statement wasn't completely off the mark (Transformers RiD toys are horrifically frustrating to me as it comes across Hasbro used the "for kids" excuse to hack back on paint apps, making the figures look far cheaper than they need to be)

Because it allows for a figure 2 pack for $5.99 and scaling vehicles and playsets to be more economical.

That Avengers Tower set (which costs $60 to complete with all parts, minus the jet) would probably be $80 if scaled to 3.75 figures.


Personally, it's not going to 5 POA or 2.5" or 8" or 12" that bothers me, it's Hasbro's non-commital to anything. If you are going to do 5 POA figures, fine, I'll deal, but for god's sake make it a compelling line!
Avengers 2 All Stars launched with the same 4 figures we get all the time anyway, and wave 2 is War Machine, Ultron, Iron Legion, Scarlett Witch, and Loki.

Tell me why a cameo character, a generic and a guy not even from the fill fill wave 2 and not characters like Hawkeye, Black Widow or Quicksilver? OR why the film's namesake villain wasn't available until wave 2 to begin with? Are we even going to get another wave with those characters and Vision?

And don't get me started on Star Wars and the lack of wacky aliens and droids in the Saga Legends/Mission Series!