Hot Toys for Christmas

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Why do people feel compelled to pay so much money for items now that they can get so much cheaper after the holidays? Specifically the PS3, NIntendo Wii, and Tickle me Elmo. I really think that it is some kind of ploy by the companies to make difficult in order to create hype over the products. It is just my opinion that it is a waste to pay ridiculous amounts of money in order to have these items now. What is your opinion?