While I'm not interested in the skirmish game particularly, the fact that they're selling the minis themselves in themed packs is a big deal for me. I can actually acquire piles of the kinds of monsters that I actually use, rather than the annoying MTG method of boosters which only guarantees that you spend a truckload of money, not that you will ever get a complete set.
I've been wanting to do combat with minis for a while now, and this might end up being the start of the slippery slope. Using dice, tokens, and coins works well enough, but it just isn't the same. A few years back we tried playing with someone's spare HeroQuest stuff, and wow, it really brought the game to life.