Typically, if the item is sold by
Amazon directly, it's normal price, or pretty close to it. Sometimes even on sale. The ones on Amazon that are marked up quite a lot are usually sold by marketplace sellers, and a lot of them are either sets that have been retired, have become hard to find, or sets that are not offered to Amazon directly (some are
Lego exclusive, some Lego and Toys R Us, some Lego and Target, etc.). At the moment, brickset.com is showing this as a Lego exclusive set, so the only place to get it at regular retail price will be a Lego Store or the Lego Store online. I read something that indicated that the
Disney Store might also have it. There are already eBay listings for $549 and up, which is kind of crazy, given this thing doesn't come out for another 6-7 weeks. My guess is there will be a rush when it releases from the big Lego/Disney fans, and they might run out of stock for a few weeks, but it will come back in stock and be available for a while. For those who want one, I don't think getting one will be a problem, but it might involve a little bit of patience. Now, in a few years, after Lego has retired the set, I think this will fetch quite a lot of money on the secondary market, similar to other very large sets aimed at adults (look up Lego Taj Majal or Lego Millennium Falcon UCS).