With the exception of the 2000 U.S. Presidential election, never has the struggle between good and evil been more clear! You say its a 84 minute toy commercial, I say its a sublime contemplation of the fragility of life, and the possibility that morality can exist during a civil war. (A civil war between giant transforming robots that is.)
You can say that it was a film to introduce new toys to the kids, but I say that what kid in his/her right mind would want to buy new toys after getting treated to the genocide of their favorite robots and see them getting ripped apart or blown up on the screen. The shock made even the most unsensitive kid aware of that there was consequences to war and death was permanent. A shocking mindfuck from beginning to end.