This could be an excellent entry-point to the rpg part of the hobby.
It does rely on someone shelling out a big chunk of cash, but I like the fact that it's scaled for four players including the GM: it does often feel as if the 'five or six person practical minimum' for a lot of mainstream RPGs can be a stumbling-block.
A lot of people will probably say that this is what some of the 4e designers wanted but couldn't take far enough. I don't think I agree - 4e is a continuation of a particular approach to rpgs, and I don't think that would have lent itself to a severe reduction in complexity - the 'creating, building, and customising/optimising your character' activity is such a key part of D&D. This seems to be a far larger departure from WFRP's past (perhaps because FFG think that the players of 2nd ed WFRP have a pretty good game which doesn't need a new edition which frees them to create something different) - and the Warhammer link with the broad spectrum of table-top games makes it a great property to hang these innovations on.
I'm fascinated by this. I don't really think I'm in its primary target market but it looks very interesting, and if it encourages people to play games and have fun while creating and roleplaying characters then I'm all for it - and might end up playing (and even, perhaps, buying!) it myself.