Yes, but there are redesigns (with state of the art technology) across the automakers (including Toyota) year-in and year-out and this is one of the largest price increases I have seen to date. Yes, there are advanced technolgies in the 200 series, but there were big technology advances to the redesigns of the 1998 100, the 2003 4-runner, 2005 RX, 2007 Camry/ES, 2008 Highlander, various American brands, etc. Each of those had nominal price increases (1-2%). And these new 200 technologies will undoubtedly filter there way down the the 4-runner/GX and FJ lines, but you will not see a 12% increase to those lines b/c Toyota would not jeopardize its bread and butter sales.
Toyota has gotten the idea to gouge the ones that can afford the big increases (i.e., prospective LS, LX and LC owners). The LS460 is another that comes to mind that had a huge jump in price. I guess that's fine, but they are pushing the LC out of reach from the core Toyota enthusiasts when they get into LX and RR pricing territory.