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Here are some of my thoughts, some original, some not...

1. Yeah, I thought it was strange that you couldn't actually see the vehicle. You didn't know what you were getting (and I think us older collector's knew better than to trust the packaging artwork)

2. The figures were not edge looking enough, or intimating. One figure was that 2nd character; the interpretor. I mean, who cared enough about him to complete the line?

3. The articulation seemed lazy. With GI Joe/MU/etc., there's no excuse not to include multiple leg/arm joints.

4. Unlike Joes/Marvel/Star Wars/DC the mythos has not had time to sink in. The line came out well before the film. The "nostalgia" factor has had not time to kick in.