Same thought I had, just another of the dozens of boardgames/excuse for models GW has released in the last few years. Even Silver Tower didn't appeal much to me beyond the models. This seems quite neat though, compact but variable and pretty tactical. I'd love if they fleshed out the factions to where we had dozens of warbands to choose from in the future. I could see myself buying a lot of them. A Kharadron warband would be sweet! Hope this catches on.
Only thing I find a bit unfortunate right now is it seems all warbands are set, as in you can't compile your own? Seems like that could possibly change in the future if they released single heroes for factions but you still had to have the same number of models in your band.