That is where I preordered both Grid figures and the Shadow Plush already haha xD However, TFAW doesn't know the exact prices, they originally sold the Meow Wow plush for preorder at $27.99 when when it was released it in the US, it was $35 so I wouldn't take their price as definite.
They do preorder sales, but they had the retail price listed which was $35/32.
Also, $55, while many might think it is pricey, is actually not at all in comparison to SE Play Arts figures. They used to retail at $25-$45 but not are nearly always around $50 so considering this not only comes with extra keyblades but also handsets, $55 is not a bad price WHEN COMPARED to other figures ^_^
The newer Play Arts and Play Arts KAI lines are always priced $40+. You won't find anything under that from SE anymore.