I'm not taken back by this. GW has always been in toy hobby stores for as long as I can remember. Right next to the model trains and the Gundam models is a 40k section. Having this seems like a sound business decision, since not everywhere can or will stock Citadel stuff, this is a sneaky way to get it in the box and keep the purchase in the company. They still sell the 'couple marines and a few paints' so expanding that range isn't bad. And I'd buy the crap out of some of these sets myself. Model and free paint according to the price guide? Yes please. Trukks and Land Speeders alone will be well worth it for the experienced players too.
But the skeptic in me sees a few oddities. The Trukks are the old flatbed crap types and I was under the impression GW did away with that mould. The Space Marine big box for $40 has a Dreadnought AND Terminators? That's supposed to be nearly $100. And the Ork box has a Deff Kopta?? People pay $30 for one, and now you're throwing in a Warboss, Boyz and a Deff Kopta? Now, it might be JUST a toy thing so they don't care that they're sending less than full squads, but still. It's tossing up some flags.