I think the main feeling of "distance" between Matty and the .org comes because like Toyguru has mentioned, they want to drive people to their mattycollector site which is still fairly new while many of us have been on the .org for over a decade.
You have been doing a great job with the brand, Toyguru. I couldn't be happier this time around when it comes to fan interaction with Mattel.
One thing I'd like to echo is "more OFFICIAL" polls on matty. Something that the results can possibly effect. We do polls all day on here for fun, but I'd really like to see official ones.