Speaking as someone who doesn't use or have a desire to use minis...
I wonder how viable it is to make minis for a tabletop RPG, by and large. A few companies (WizKids, Reaper) tend to do OK in the minis market, but largely market to a board game and a higher-end collectors market respectively, if I grok correctly. The "middle road" doesn't seem to please many folks, however you slice the demographic. Too random and mass-produced for the collectors, too expensive and without an instant game for the board gamers.
I get that folks love their plastic an' all, but the minis market seems...unusually tough for RPGs, regardless of the price of oil. There's been many more failures than successes, from really big brand names, and you'd think that our little corner of the market could support more than two or three companies.
Randomized is a bad call, since that could be the poison pill that kills the whole thing, but I do get from their website that it was a necessary call, which makes me think that the only possible plan they could have gone with was destined for failure because of the limits on it.
Well, maybe the WizKids thing will help offset it?
Anyway, this is coming from an outsider. I'm just fascinated that, given how many folks seem to want minis, how hard it is for any company to actually make a profit off of the things.