Also, sometimes it doesn't matter what CGL does or doesn't do. CGL can't force distributors and/or retailers to do anything. And sometimes distributors/retailers make requirements on CGL. Like requiring a certain number of an item before they will carry it, or saying they only want complete games, not separate game pieces.
CGL is selling the 'mechs by themselves for $40, when there is no retailer getting a cut. That's a lot different than saying they can make money selling it for $40 at retailer when the retailer takes 40% or something similar. If that has to become $50, then there's a lot less reason for having a separate SKU and trying to convince distributors/retailers to carry another item that will do not much more than cut into sales of the SKU they have now (the full box set). Keep in mind the full box set itself being stocked on shelves is not a foregone conclusion either, though this one does seem to selling well. Having new lance packs/box set that have different mechs is much easier to sell to distributor/retailers as being an additional purchase, not a cut into existing sales.