It's not necessarily the funds they'd receive. Rather, the sales for Bionicle would go up. More demand for Bionicles = More supply of Bionicles. Simple marketing. The more we buy, the more LEGO makes, and that gives them assurance that new waves are a good idea. I really doubt the online fan community actually has that much impact. Let's say that there's 10,000 online fans of Bionicle (and that's pushing it IMO). Lego's child audience numbers somewhere in the millions (say 400 million). 10,000/400,000,000 = .000025, which is an increase of .0025%. Not a lot. (Of course these are arbitrary numbers, but I'm pretty sure Lego's sales safely outnumber BZPower members, so...) I think we have to consider that, yes, LEGO is a company, and they want to maximise their profits, but that they might also really care about what their devoted fans have to say, and the best way to say that we like the next generation is to buy it. It's obvious LEGO hears us; just look at the special treatment BZPower has received in the past! Also, let's think about that 10,000 number. If even half of those 10,000 fans buy the entire wave so far (and not that that's likely, but that was the original proposition, so let's go with it), and we assume that all the sets together are around $180 (pulling that number out of my boot), that's $900,000 for LEGO. If all 10,000 fans go all the way, that's $1.8 million. The number grows even more if you consider the impending summer sets. Even if that's a tiny, tiny fraction of LEGO's profits, $1.8 million says a heck of a lot. And of course we are not the only ones buying the sets; there are probably hundreds of thousands of little boys and girls who see Pohatu or Lewa on a shelf at the Target and say "Mommy I want that!"