They've apparently been trying to make it a really stacked release and have been chasing some Franju shorts to add to package in order to outdo Criterion's package.
Still, you've got to draw the line somewhere otherwise there will be little customer base left for you to sell to as people invariably get impatient and either import or forget about the release completely and spend their money elsewhere. I managed to lock in a fairly low pre-order price of £11 and change sometime last year so my pre-order for this one stays - even if we don't see a release until 2020!
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