Let's look over at NECA's 36 inch Deadpool, which has no LED features but does probably have a bunch spare heads and accessories if it's following in the footsteps of its 18" counterpart.
This Deadpool costs $700. By that metric, a 24" version would cost $466. Seems like Hasbro is doing...okay-ish price wise.
>>8381402$160 is indeed a great price for such a huge hunk of plastic. From what I can tell though, the transformation into both modes seems extremely simple, so I dunno if I'd bring the transformation into account when talking about price. It doesn't seem to add much to the figure to be honest, it's mostly just lying down and spreading its arms and legs into different positions.