I am a theme deck collector, and I remember buying 3 Dialga premium collection box sets just to get the Inferno Zone, Royal Frost, and Skull Charge theme decks. The secondary reason was so I could look at the playmats because nobody on youtube is doing an unboxing of these theme decks, and showing the playmats at the time. These box sets had 2 boosters, a theme deck, a jumbo card, and a promo card, which was a Dialga. The only difference was that it was a regular Dialga, not a Level X. I also wanted Palkia more, but it didn't come with the theme decks I wanted.
I bought those at Wal-mart, and they priced them at $25 CDN. It was at least less than $30 but more than $20.
Now we have the same thing, and it costs $40 CDN? Surely the fact that you get an EX over a regular card shouldn't increase the price by $15.
Remember the Prime Challenge Boxes? Do you remember it costing $40 CDN? I sure don't. Maybe $30 CDN at most.
So basically you have the Prime Challenge Box, Emerging Challenge Box, and the EX Challenge box. The thing they have in common was that they are based on the theme decks that were released in the summer (HS Undaunted, BW Emerging Powers, XY Steam Siege) and fall (HS Triumphant, BW Noble Victories, XY Evolutions). EX Challenge boxes cost way more than the other 2 for the exact same thing. Ok, not exact, but similar enough that there shouldn't be a $10 price difference.
This isn't Wal-mart jacking up prices. Wal-mart priced the Prime and Emerging Challenge boxes at $25 CDN.
Nothing to see here folks. Just the Prime Challenge box minus a booster (theme deck came with a booster) and an evolutionary line and $15 more expensive.