$100 will be the postage, mate. These clock at $200 - $400. Clearly Lego's SDCC experiment continues to work for the people that matter - eBay resellers.
Meanwhile, people that pay to go to SDCC specifically to get a figure they WANT TO KEEP get screwed through the lottery. People unable to get to SDCC, but can't (i.e. me, I live in the UK) get screwed. Oh, and Lego look like idiots for distributing product in this way. Big, stupid, Danish idiots.
I think one day, innovative competitors are going to start making 'custom' clones of convention exclusive Lego minifigures, which are more or less indistinguishable from the real stuff, and sell it for an amount that represents what these are actually worth: (3 or just over $4) on eBay. Oh, wait! They already do.
Lego sucks at this. And it pains me because their Marvel (and DC) offering is always good to outstanding at SDCC. Would it really be that hard for them to have (for instance) a small set AND minifigure convention exclusive for idiots to sell to morons on eBay and keep those a-holes happy, THEN, two months later, Lego polybag the minifigure as a brand/store exclusive?
Not the Lego way, right?