I'm sure he has a higher margin now. He left eBay full of anger because they wanted to force him to apply a shipping method, which was stupid to him. At least that's what he told me. I was in contact with him at the time when he had left ebay.
It took a while 'til his own website was established, but it was worth the wait.
I can only guess, but my assumption is that he sold less on his own website at the beginning.
But by now I think his store is so popular, again, that some figures indeed sell out within minutes.
I have trouble myself getting all the figures I want to buy from him. And I'm still waiting for my order shipped at the beginning of December...
If people didn't hesitate to buy figures, I think I wouldn't adjust prices and reduce some of them.
But often he raises the price by $1 every time a figure is relisted.