Yeah, I think you might be confusing them with someone else, Finlay.
30K wasn't too high. Their problem - so as I saw it - was a lack of promotion, and not getting enough of a saving on a year-out pre-order. 1euro a figure is a good price ... for something I can take home that day / get delivered in a week. Not for something I've got a wait a year for. Many of us were willing to do that, but not all of us.