I saw these for the first time today at Target, and after taking one look at them, I was like, "Wow, so not collecting these." They are significantly smaller than I imagined (I knew they were small, but yikes) and made no impression on me sculpt wise. The sculpt and paint deco on a lot of the figs I saw left a lot to be desired.
That said, the two Uruk Hai sets (battering ram etc.) left me wondering WHY ON EARTH Toy Biz has yet to make a Helm's Deep Armored Uruk. A gaggle of kids and Soccer Moms exploded when they saw these, leading me to believe that kids will find this line a much better (and cheaper) alternative to Toy Biz.
I did buy one Gandalf on Shadowfax to put on top of my computer. Gandalf inexplicably has red hair.