The 2.99 price point is almost like a moral stance for DC according to Dan Didio. He insist they will hold the line through the end of this year. One reason is that they believe the 2.99 price point keeps their product affordable for their customers. To me, especially in this atmosphere, this assertions is loaded with subtext, especially in Orlando. Marvel, which is part of Disney, is building an entangling product structure that promise to capture young boys, like they capture young girls.