It looks grossly overpriced at the original $80.
But think of the children. Aren't they worth $80 on a toy that won't last the year and will spend a thousand years in landfill?
THAT would be the problem with fad gifts, yes. Open-ended imaginative toys that will get hours of play? Absolutely. Buy them. Great Christmas presents! Plastic single-use crap that will get a few hours and be put aside because, really, there's only so much you can do with it? WHYYYYYYYYY. So much money, so much waste, so much unnecessary noise in the house...
(And the comment in the article about people 'profiting from desperate parents'... like, no. If the lack of availability of a single overpriced piece of animated plastic crap is enough to make you 'desperate' as a parent, you need to re-evaluate your parenting and life choices, wtf. This is an EXCELLENT opportunity to have a talk with the 7-year-old about desires created by advertising (from the article: kid wants it SO MUCH after seeing it on Youtube! Um, maybe some conversations about advertising and created desire are MORE than past due!), about potential use vs money spent, about prioritizing wants and needs, etc. Forgoing that and saying 'but my kid waaaaants it and christmas will be RUINED otherwise' is nonsense.)