They do a price increase every June. That $33 box used to cost me $25, and now for $25 you get half the models. From what I understand their profits aren't that remarkable, however. Can't blame them for wanting to expand, businesses will act in self-interest and the bottom line is that
hobbyists will remain loyal. Besides, they get their biggest points with people new to the game. You walk in and see that $33 set, maybe complain a little, and buy it, while veterans will see a $25 set being sold for $8 too much--a far less likely customer. Even more important is the starter sets. My Warhammer 40,000 starter set cost me $45, now it's somewhere around $90. I'd never pay that because to me, it's worth $45, but someone new to the game doesn't know any better.
http://investor.games-workshop.com/wp-c ... tement.pdf