I actually think they likely missed an opportunity here with this pricepoint.
One of the biggest things that X-wing has that Warhammer struggles with is impulse buy-ability. Just going out and picking up a new X-wing ship is something you can do 'cause you're bored on a tuesday. Warhammer doesn't really have that and this could have been the perfect opportunity. 15-20USD for 3-5 models is something I would probably buy just because I was the only one at the hobby store and didn't feel like going home yet. These, however, are shaping up to be 25-30$ which is just a hair too expensive to purchase without thinking and having the starter set at 70 makes the game seem like too much of a commitment to me, especially when it'll be basically impossible to offload the Khorne half that is totally useless to me.
Close but no cigar gw.