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Yeah, but there's a difference between fully fleshed and fully developed characters that still serve the purpose of selling toys without being blatant, and the Shadowbolts, who are flat and underdeveloped, and push the whole "to sell toys" mentality to the forefront.

It's like in "Transformers Prime", where you have fully-developed characters like Shockwave or Arcee, and then you have Cliffjumper, who only exists to sell Cliffjumper toys.

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