Elsa is the New Charizard
From comicbook.com

Incredibly spotty distribution numbers for Lorcana have caused demand to absolutely skyrocket, producing some incredible chaos on the early side of Gen Con.

It's hard to find primary sources, but stores are reporting through the grapevine that they've gotten tiny fractions of their product demand fulfilled, reportedly because Ravensburger printed much less product than expected (though many speculate it's because most of the first printing is going to big-box stores rather than LGSs).

While single cards are fetching high prices, this price climb is mainly driven by speculation — both by scalpers on eBay and in person.